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Remember MEH? That feeling of overwhelming indifference you get from watching paint dry or sitting in endless traffic? It's the epitome of the uninspiring and the forgettable. It's a prevalent issue in the consultancy world, where sounding and looking like your competitors is the norm.
Standing out is more than just being seen—it's about being heard, understood, and remembered. At the heart of this differentiation is key messaging, a critical component that can either draw clients closer or push them away to the competition.
How, then, can consultancies craft messages that not only capture attention but also make clients beg for more?
Research industry terminology
The first step towards resonating with your prospects is to dive deep into the pool of language they swim in every day. It's about understanding not just the words they use but the pain points those words represent.
This research involves immersing yourself in industry publications, forums, and dialogues to capture the essence of their challenges. The goal is to mirror this language, showing a deep understanding of their world, which, in turn, positions your consultancy as an empathetic and knowledgeable ally.
Mirror that language
Once you've gathered this intelligence, the next step is to reflect it back through your messaging. This mirroring is not about parroting back what you hear but integrating it into a narrative that positions your consultancy as the solution to their specific problems
It's about moving beyond the surface level and demonstrating a profound grasp of their challenges, aspirations, and the industry landscape they navigate daily.
Avoid buzzwords and focus on specifics
In an industry awash with buzzwords and jargon, specificity is your ally. Buzzwords can make your messaging sound hollow and undifferentiated, blending into the white noise of "innovative solutions" and "cutting-edge strategies" that fill prospects' inboxes daily.
Instead, focus on specifics relevant to their roles and challenges. This approach not only cuts through the noise but also demonstrates a nuanced understanding of their unique context.
Use tailored analogies and metaphors
Analogies and metaphors can be powerful tools in translating complex concepts into relatable narratives. However, the key is tailoring these to the industries and cultures of your target audience
For example, using a sports analogy might resonate deeply with a prospect in the sports industry but fall flat with a healthcare professional. The right analogy can illuminate your message, making abstract concepts tangible and memorable.
Conclusion
Key messaging is not just about what you say; it's about how you say it, whom you're saying it to, and the context in which it's received. By researching industry terminology, mirroring that language in your communications, avoiding buzzwords, and using tailored analogies, you can craft messages that not only resonate with your prospects but also compel them to engage further.
Ready to elevate your consultancy's messaging and stand out in a crowded market? Book a Positioning Primer with Matt and discover how our MEHscapology programme can transform your key messaging and position your consultancy as the only viable option for your ideal clients.
