“If I wanted to send you a message, I would have sent you a telegram.” –Attributed to Samuel Goldwyn 1882-1974
As Mr. Goldwyn would have you believe, there were no intended messages in any of his movies. But there was a “message” nonetheless.
Despite its acknowledged importance, the message is often the most neglected and underestimated component of a marketing communications campaign. Once created, it’s seldom scrutinized. Once sent, it’s rarely revisited or revised. The result can be a campaign that lacks a central message or, far worse, communicates a mixed, muddled, or potentially damaging message.
In either case, if your intended audience doesn’t get the message, you’ve probably sent the wrong one. And that can have dire consequences.
Defining The Message. gbwhatsapp
The message is the whole point of your campaign – giving it focus, urgency, and a distinctive character. Defined as a “formal, inspired, or important communication,” the message is not only what you say (text), but what you mean (subtext), and how you say it (context). Its mission is to articulate a compelling idea that invites your audience’s attention, acceptance, and response.
A message can target either a nation, an industry, an organization, a household, or an individual. It can be used to state a position, announce a solution, present an alternative, address a crisis, offer assistance, or make a plea. It can have broad and universal appeal (Save the planet) or can be very narrow and specific (Save time commuting).
As the delivery system for your brand, your message is the embodiment of your company’s vision and values. It reveals how well you know your customers, and how much you value your relationship with them. In practical terms, the message is the primary vehicle for sharing your thinking, establishing common ground, and achieving consensus.
Creating The Message.
Sending the right message to the right person at the right time is what good marketing is all about. It’s the glue that unifies your marketing communications and makes your brand stand out in a crowded field.
Messages can take many forms via many marketing channels, but they all have one thing in common: They seek mind share — whether they’re preaching to the choir or recruiting new buyers and believers. Asking for your time, money, and good will, messages appeal to reason but work on your emotions. Their main purpose is to get you to renew your faith, change your mind, and take decisive action.
Although your last message may have been timely, relevant, and compelling, it may not resonate in quite the same way the next time you send it. Markets shift, customers drift, and messages stagnate when they can’t cut through the clutter.