Are you currently watching The Crown, a biographical series on Netflix Concerning the reign of Queen Elizabeth II of the United Kingdom? Wrapped in this story, there’s a marketing lesson .
Even the most steadfast, conventional “brands”, like the British Royal family, want always to examine their messaging — without being blinded by preconceived internal and external beliefs — and to understand how their messaging has been perceived and seen by the end users, in this case the populace of Great Britain.
What is your story, and how can you develop a controlled, realistic, powerful story? Should you have a narrative?
In creating and interpreting their narrative, “the management team” (Royal and governmental) failed to recognise that the narrative was in need of change and even if people in power knew that a change was required, few inside the inner circle could accept that shift.
In the long run, the shift did occur, though it wasn’t a manageable change but rather a disastrous confrontation that occurred due to circumstances–Diana, Princess of Wales’ departure.
Internally
The question you need to ask yourself is: what’s your message–not only what’s your external messaging however what is your messaging and how can your messaging?
Digging deeper
Consult your sales staff also to explain their earnings message relates to the overall messaging and to analyze their messaging. You may be surprised to find the solution. My experience indicates that about 80% of your sales team has revised your messaging to allow it to fit their level of comfort in conveying the message (creating a kind of private imprimatur, if you prefer) while the 20% of your sales team who are likely the most productive are far more closely after your company messaging.
Go outside
In case you have other outlets that are outside, retailers, vendors, and sales associates, determine how, why, and what they have done to your company messaging. Again I believe that you will be amazed to find out how different your messaging is at the area. For an analogy, consider the kids’ game Telephone, or Chinese Whispers.
Be advised: I am not speaking about branding nor your visual icon or “look.” I am speaking to the general public your script, your profound soul statement that is corporate.
Request yourself
Do a self-analysis. Do you know your message? Is your narrative comprehensible? Does your narrative prepare the reader/viewer/listener for the end result that is desired? Look back into the very first article in this show, “Designing your story based on media and message”, and determine if your story comes across as real or is perceived as a fact-based novel that is being read as a work of fiction. You can see the problem.
Are the views of your message consistent? Otherwise (as in most instances), determine where they are different and the way that distinction is hurting/hindering your story.
Once you’ve determined the real-world execution of your own messaging (yes, execution in several ways is the proper word), ascertain what measures you can, will, or need to undertake in order to fix any incorrect stream of phrases or to revamp the narrative to coincide with your corporate needs and directives. This might be the easy part. Make sure you also take into consideration that the media selected to deliver your messages impacts the believably of business, business, or your new, plays an important role in believability and the message presentation and, in the long run.
Visual words
When you construct messaging, do you find the words you use as direct announcements or also as visual, graphic images or icons which relate not just word-based meaning (denotation) but also relay visual imagery (connotation) to add extra value to your wordsmithing?
Need a few examples? For example, which would you select:salesor prospect? Seating planoroffice assignment?Start a talkorbegin a discussion?Leeching that a information? The selection and application of phrases or the appropriate words, not or visual, will negatively or positively affect your messaging.
Because readers/viewers/listeners interpret words in various ways using visual wording is a difficult and complex task. In reality, many skeptics assert that words are all make-believe, non-words. Is BOGO currently a brand new icon word that describes a deal? Maybe. But we purchase and live in a world that is visual.
Recall messaging that is incorrect, misstated or untrue has a very serious effect – at least a Decrease in earnings; at worst, a reduction of profitability
By way of instance, emojis would be the first phase in visual wording. These icons allow us to relate easy and quick messaging to fit our requirements. But can a instrument such as emojis work for every venture or for every objective? I think not. By way of instance, I really don’t believe a smiley face with a halo is going to convince most clients that you have a product or service to offer.
But words are visions, and dreams are currently becoming more and more important for you to sell your product. Thus, to help deploy your message, you might want/need to put in symbolic phrases which are supportive of your message and can not be missed interpreted, a few icons.
This link, from Emojipedia, describes different platforms utilize emojis instead of words. There are 14 emoji’s which can be used rather than the word. There are more than 50 emojis. Most are seasonal or sensitive.
Words can be wrongly used. Believe again, write and think — but ensure that your message is clear!
Next communiqué: Perhaps you have storyboarded your message?
Editor’s note: Read the first segment.
