YoUR MESSAgINg STRATEgY SUcKS. HERE'S HoW To FIX IT FAST.

Your consultancy deserves more than a generic, forgettable messaging strategy. In an era where expertise alone doesn't guarantee attention, crafting resonant communications that authentically connect with your target audience is imperative. A strategic, finely-tuned approach to messaging amplifies your unique value and separates you from the deafening noise of consultancy sameness. 

From deeply understanding your buyers' journeys to boldly claiming your specialisation to purposefully developing an unmistakable brand voice, intentional messaging has the power to command notice and captivate the clients you covet. When your consultancy's narrative rings with laser-focused relevance, the right audiences don't just listen - they're compelled to engage.

Audit current messaging against buyer needs and journey

The first step in revamping your messaging strategy is to conduct a thorough audit of your current messaging. This involves aligning your communication with your buyer's needs and journey. Understanding the pain points, challenges, and aspirations of your target audience is crucial, so each touchpoint, from your website to your social media posts, should reflect an intimate understanding of your audience's needs and offer clear, compelling solutions.

Start by mapping out the buyer journey and scrutinising each message your consultancy puts out. Does it speak directly to the buyer's stage in their journey? Is it addressing their needs, or is it just broadcasting your services? Remember, the goal is to make your audience feel seen and understood, not just sold to.

Specialise and focus on what makes your consultancy unique

Trying to be everything to everyone is a recipe for invisibility. Specialisation is your ally in the battle for attention. Identifying and focusing on what makes your consultancy unique is not just about honing in on a niche - it's about embracing and amplifying your unique strengths and value propositions.

True differentiation comes from a bold positioning that resonates deeply with a specific audience. It's about finding that sweet spot where your consultancy's unique expertise meets the unaddressed needs of your target market. Ask yourself, what can we offer that no one else can? Whether it's a proprietary methodology, a particular area of expertise, or an innovative service model, make that the cornerstone of your messaging strategy.

Innovate with your positioning statement

Your positioning statement is the heartbeat of your marketing messaging strategy. It should be bold, clear, and resonate with your target audience. A well-crafted positioning statement not only differentiates your consultancy from the competition but also serves as a guiding star for all your marketing efforts.

Innovation in your positioning statement comes from a deep understanding of your audience and the courage to step away from industry clichés. Instead of generic descriptors like "leading" or "innovative," focus on what truly sets you apart. This could be your approach, your results, or the unique experience you offer your clients.

Articulate your position with a strong language library

Developing a library of terms and phrases that authentically reflect your consultancy's positioning is crucial. This language library becomes the foundation of your messaging strategy, ensuring consistency and impact across all communication channels.

In this example, our client doesn’t just state that “your team aren’t voicing problems and don’t know which work to prioritise”, but rather has characterised pains felt by their prospects in a relatable and memorable way.

Your language should not only reflect your unique positioning but also resonate with your target audience. It should be jargon-free, relatable, and imbued with the personality of your brand. From your website's headline to your email sign-offs, every word should reinforce your unique value proposition and speak directly to your audience's needs and desires.

To sum up

The journey to a standout marketing messaging strategy is not a one-off task but an ongoing process of refinement and alignment with your target audience's evolving needs. If you're ready to differentiate your consultancy and capture the attention your expertise deserves, it's time to take bold steps towards a more focused, innovative messaging strategy.

Need a nudge in the right direction? Book a Positioning Primer with Matt to explore how our MEHscapology programme can transform your messaging from forgettable to formidable. Don't let your marketing messages get lost in the noise. The time to elevate your consultancy's messaging is now.