When it comes to marketing messages, a lot of business owners and executives are admittedly following a “make it up as we go” approach. It’s not hard to figure out why – most are feeling overwhelmed when it comes to putting together their online and offline campaigns. With numerous short-term projects and deadlines to see through, it can be hard to “stick to a script” when putting together different pieces or promotions to achieve a consistent messaging strategy.
Despite all of this, we strongly encourage our clients and blog readers to establish and use a messaging strategy that can remain consistent over time. That is, find a distinct set of benefits you want buyers to know about and then emphasize them again and again. Whether you want to be local and friendly, always affordable, or known for five-star service (as examples), you should choose a theme and stay with it.
Let’s look at just a few of the reasons why having a consistent messaging strategy for all your marketing campaigns can be so beneficial…
We all like to work with people and companies we can count on. One reason we tend to prefer certain brands is because they offer known quality, pricing, and experience.
If you can be consistent with your marketing messages you’ll train buyers to know what they can expect from your business. That builds trust in a way that would normally take dozens of interactions to establish.
Psychologists say it takes several instances of hearing a piece of advertising before it will actually sink into our minds. There is a lot of power in repetition.
Even if you aren’t constantly bombarding people with ads, you can do a lot to keep your company at the front of their minds by simply emphasizing certain themes or messages repeatedly. You want buyers to think of you first when they have a need for the product or service you offer, so be consistent in the way you promote them.
The opposite of trust and memorability are distress and confusion. If potential customers don’t know what your company is about, or think you are inconsistent with the way you appeal to them, you’re going to have a hard time winning their business.
You can take any ambiguity out of your marketing pitch by simply staying on the same themes from one communication or campaign to the next.
While we have focused on the marketing benefits of messaging continuity to this point, it’s worth mentioning that being consistent helps you, too.
Your business can’t be all things to all people, and when you try you end up wasting a lot of your time and resources. By sticking with a consistent theme when you communicate to buyers you also force yourself to remember what your business stands for and which customers make a perfect fit for what you have to sell.