On Message
Safety and results. I have no scientific proof that those two concepts have never been seen in the same place at the same time (like Superman and Clark Kent), but it sure feels true.
You can't get closer to results when you maintain a death grip on safety.
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When you’re creating marketing content, you should be repeating yourself. Not in that, your-kid-in-the-backseat-asking-”are-we-there-yet?'“-nonstop way, but in a measured, strategic way.
It’s the reason I spend so much time working with my clients on owning their voice and honing their message so that their core messages — the things they say over and over again — are exquisitely clear. It’s the only way to be sure they are always writing on purpose.
Spoiler alert: several of my core messages are in the paragraph above. Raise your hand if you’ve never heard me say them before.
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Those well thought-out, beautifully on-message and nicely executed outreach plans don’t happen by accident. They happen with a plan.
Most of my clients tell me that they don’t plan out their messaging in advance because “writing’s not their thing.” Or that “they hate spending time on messaging.” Fair enough. But their risk is two-fold.
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Chatter happens when we sit down to write without a clear concept of what needs to be said or why we are saying it.
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Because I wasn’t just repeating any old thing. I was hitting, more than once, the key, most important, core messages of the 90-minute session and of my business. At the end of the day, there were a few ideas I wanted to make sure my audience came away with...
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