If I asked you to rate the effectiveness of your messaging on a scale of 1-5, where would you fall?
If you said 1-4, keep reading…
Strong messaging is rooted in a good communications strategy. And that strategy is built on your brand’s core values –– effectively communicating who you are, what you do and how you benefit people’s lives. But, when that strategy isn’t in place, and your messaging isn’t strong, there are some serious repercussions that can affect your brand in its entirety.
Poor messaging should not be the reason you don’t convert potential customers. And it definitely shouldn’t be the reason you lose clients.
Here are 4 surefire ways poor messaging will drive your business into the ground:
1. Poor messaging will make you look disorganized and sloppy.
Good messaging is clear cut, streamlined and easy to understand. Poor messaging? Just the opposite. If your message is all over the place (both literally and figuratively) it will be hard for your readers to follow and comprehend. Whether your content is on a website, blog, paid ad or social media, ensure it’s concise, includes subheadings if needed, and flows naturally. With poor messaging comes inherent disorganization that overwhelms your reader and conveys a “sloppy” character. And, that’s NOT an accurate descriptor of your brand.
2. Poor messaging will confuse your clients.
Let’s piggyback off of our point above. Poor messaging that’s disorganized and sloppy is a recipe for confused clients. If your message isn’t streamlined, meaningful and displayed in a format that makes sense for your readers, then you’re bound to lose potential clients due to confusion about your brand’s purpose and intention. This can cause you to lose viability and have to work even harder to build brand awareness and reputation.
3. Poor messaging will make them dig for information.
You should always have a goal in mind when creating content. Whether you’re informing your audience about your services or telling a story about how you’ve benefited your clients, your intention should be at the forefront. Start crafting your messaging with copy that’s enticing and draws your audience in, then sprinkle in the important information you want them to take away from whatever they may be reading. Never assume a reader will take time to dig for the information they really need. Always make sure you place it in front of them in a way they just can’t miss.
4. Poor messaging will not serve your readers if you don’t know what they really need.
We know you’ve heard this before –– knowing your target audience is key. When you fully understand your target audience and brand personas, you’re able to identify their core wants, needs and pain points. Then, as experienced content creators know, you write to those pain points. Good messaging will make your readers feel known, and position your brand as the obvious solution to their problem. If your messaging doesn’t convey that you understand readers, it’s not likely that those readers will make their way down the sales funnel.
Your messaging needs to work for you, not against you. If you feel like your current messaging aligns with any of 4 surefire ways poor messaging will drive your business into the ground, it’s to re-evaluate your strategy and spruce up your content. For help writing knockout words for your brand — and ones that convert serial scrollers into paying clients, take a look at how Carter House Copy could be the saving grace you never knew you needed.
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December 6, 2021