What is Business Messaging?
There are different definitions of what ‘Business Messaging’ is but at Absolutely Write in relation to marketing, we describe it in very simple terms as follows:
The core statements you use to promote your business, services, or products to the outside world.
All companies use business messaging, whether they are selling directly to consumers (B2C) or to other businesses (B2B).
But sadly most businesses and business owners don’t spend enough time understanding the right business messaging to use, or (more commonly) are just too close to their business to know what messaging will have the greatest positive impact on their prospects.
Tell me more about business messaging and why it's important
Business messaging refers to the language that companies use to convey their value proposition, product or service benefits, and overall brand image to their target audience. It includes all the messages companies put out to the world, including advertising, social media, website content, email marketing, and more.
Effective business messaging is essential for companies because it is one of the key ways they can differentiate themselves from their competitors and establish a strong brand identity. A company’s messaging can make or break its ability to win new customers and retain existing ones. Here are some reasons why:
First Impressions: Business messaging is often the first point of contact a potential customer has with a company. It can create a strong first impression that can either pique a prospect’s interest or turn them off completely.
Brand Image: The messaging a company uses helps to shape its brand image in the minds of its target audience. It communicates the company’s values, personality, and unique selling proposition.
Differentiation: Effective business messaging helps a company stand out from its competitors by highlighting its unique strengths and benefits. It enables a company to differentiate itself and make a compelling case for why someone should choose their product or service over others.
Consistency: Consistent messaging helps to establish trust and credibility with customers over time. When a company’s messaging is clear and consistent across all channels, it can build a strong brand identity that resonates with its target audience.
Conversion: Ultimately, the goal of business messaging is to convert prospects into customers. By communicating a clear and compelling value proposition, a company can increase its chances of converting leads into paying customers.
Getting business messaging right is critical for companies that want to succeed in today’s competitive landscape. By crafting a clear and compelling message that resonates with their target audience, companies can establish a strong brand identity, differentiate themselves from their competitors, and ultimately convert more leads into paying customers.
Where do companies go wrong?
Unfortunately many, many companies – particularly those that are struggling for sales – focus on the wrong things in their business messaging. This leads to them:
- Overlooking key factors and elements that are important to their prospective customers.
- Not differentiating themselves from their competitors.
- Promoting characteristics, services, or other ‘benefits’ which actually don’t mean that much to potential customers.
What can you do about it?
For staff within a business, it can be extremely difficult to fix their messaging because as experts in what they do – who live and breathe their activities everyday – they don’t see their business as ‘outsiders’ do.
They are simply too close to impartially know what to focus on to make the greatest positive impact.
One solution to this is to get an external agency who are experts in business communications and messaging to help. At Absolutely Write we create a unique and bespoke to you ‘Pre-Marketing Report’ for your business that tells you exactly how you may be being seen, what to focus on to resonate with customers, and exactly what messages to use to generate interest.
Read our many testimonials and reviews from delighted clients who have found having a Pre-Marketing Report has transformed their business.
Or read more about our Business Messaging service.