Got Messy Messaging? Here's what to do.

I've noticed a very sharp trend in one area of marketing in the last few months.

And that is people who are amazing at what they do, finding it tough to stand out in the marketplace.

They don't know WHAT to say or HOW to say it. 

As a result, I see brilliant clever, funny, inspiring people up all over the shop with the messaging and as a result people are none the wiser about how they can help them.

That's the obvious thing. But there's another reason too, that's way less obvious.

And i"m going to tell you all about it in a sec. 

But first, to cover off on the obvious one...

Why your messaging is critical

We need to make it easy for people to process what we do, and more importantly, WHY they should do it with US.

If you don't you're missing out on 

 * Inbound Leads
  * More people talking about you to others
  * Shorter Sales Pipeline
  * Higher Conversion Rate of leads to client. 

That said, when I talk about the importance of your messaging, it's not about your snazzy one-liner...

"I help...."blankety blank people"  get "blankety blank result" by "blankety blank method"

Nope.

That's very 2020...

And it's 2022 now.

We've had a pandemic since then, and people are different.

So that's the obvious thing - getting clear on the what and the how makes it easier for people to work with you.... 

The unexpected benefit of powerful messaging

There is one other side effect that of getting your messaging dialled in I believe is having an even BIGGER impact on your ability to connect with people, and it may surprise you. 

It's the impact it has on YOU, and how you FEEL about yourself, and your business. 

Now I've been a marketer for 28 years. Ran a marketing agency for 20 years.

I'm a keen observer of social trends and patterns. 

Distilling them and creating meanings from them.

And this is one that has been smacking me in the face for about the last 2 years. 

I was reluctant to "go there" because it all felt a bit vague, nebulous in many respects. 

And I guess I had some sort of internalised resistance for fear of being lumped in the "flaky brigade" category. 

When I am anything but. 

What about the data?

As a ROI-focused marketer I am used to measuring results using numbers, data, and quantifiable metrics. 

But recently I have HAD to ask the question....what if there is something greater? 

And this came through seeing a lot of smart people who had relied on marketing processes & methods, still falling flat when it came to standing out. 

And I noticed a big disconnect. 

Here's the cold, hard truth.

You can't just "make up" your messaging because it sounds good. Or even if it's based on fact - and expect it to land.

It needs "something more" now.

People who've had the same message for years, good people(!) finding it's just not landing anymore. People are tuned out. 

It's not a case of either/or, or discarding the quantifiable stuff.

That's still valid and important.

It's a case of both/and. 

 And it's this "something more" that I want to talk about today. 

******

I reckon about 90% of the people who work with me come to me because they want help with marketing strategy, content strategy, branding, and simple marketing systems.

(the other 10% come in because they just want me to be across their stuff and guide them)

But here's the thing.

I don't let ANYONE in my program move on to ANY of those things until they have the solid foundation of a compelling message in place.

One that we both know is really going to land with their audience.

Going through my process doesn't take long at all. 

And yes, they get their message and a lot of confidence around it. 

But there's something else (the "something more" I was talking about earlier)

And while usually they come for the content, systems, strategy, the marketing, 99% of them (actually I'm going to say 100%) say they get this "something more"  when they did NOT expect.

And in every case to date this has ended up being the biggest shift in their business.

So what is this "something more"?

As they go through my proprietary process for refining their messaging, they emerge with a new love and enthusiasm for what they do.

They talk about feeling "alive" and "energised" in their business.

(now you can see why, as someone with almost 3 decades marketing experience,  I was reluctant to "go there", right)

This is a whole new area. 

This whole mojo stuff.

But here's the thing. 

It's very real. 

It's moved out of the realm of woo, to a modern marketing necessity.. 

Having energetic connection with your audience is what will draw them. 

Not your fancy graphics, expertly crafted blog posts, polished videos.

And what sits behind that "energetic connections"?

Your message.

And what sits behind that message?

YOU.

Making the connection between your business and the very core of who you are, what your business stands for, and why you exist -

INFUSED implicitly into all your messages, all the time, in lots of different ways.

It's not virtue signalling - it's the opposite.

It's not explicit - it's implicit.

People pick it up what they need to from you, without you having to "say" it.

There's both art and the science behind this approach. 

And freaking heck, it's powerful.

Which is why it's something I'm more passionate than any other aspect of marketing right now.

Even thought leadership content (gasp!, I hear you say...)

Yes, you still need it, (remember this is a both/and conversation, not an either/or)....

....but if you don't have the POWER that sits behind it, and know WHAT to say, and HOW to communicate that to your audience...

....and the energetic congruence that comes with that.....you might have epic content, but you risk being irrelevant.

And I don't want that to happen to you.

Because if you're on my list, there's a REALLY good chance you are an awesome person, with a great business that's doing epic things for people in the world.

And I want to help you.

If you made it this far, in this very long newsletter (I don't usually do short, I do "me") and you have a business and you're not getting notice like you wish you could be, or like you used to be - then chances are this is resonating and we are probably a very good fit to work together.

You need what I have.

I'm saying this very honestly and telling you, the time is NOW (if you're new to my list, I rarely get this straight up when it comes to this stuff)  

I have a program, an experience, a process, that is unlike anything else in the world.

Where I will hold your hand and guide you through this process. 

A safe, qualified, experienced and caring hand to lead you through it.

I'll have your back.

Your team's too, if you have an assistant or a marketing team doing this on your behalf. 

And there's never been a better time to work with me. 

I say that whole-heartedly. 

Right now, to work with me for a year is the same as what most agencies would charge to do marketing stuff for you for a month (I know, I used to do it).

And, my eyes and brain on your brand for a full year.

We'll get you on your way quickly, in the first month we'll get a few big things you need in place - but I'm there to support you for a full year too.

I want to help you take back agency over your marketing. 

To do what you need to get your message out, and be empowered to do it or DELEGATE it confidently. (Yes, I teach you how to find, train and brief the right people for the right thing).

So that even if you outsource the "task" you retain power over the process. 

Because a lot of people don't understand what they need, give away their power around it then are left in the lurch if they can't continue or decide to take a different path - and if they stop doing it, in most cases your marketing stops too.

Not when you do it my way. 

Sure I'll encourage you to delegate, but you'll know what you're doing, and what to expect. And it will be task-dependent, not person dependent.  

My prices are going up very soon.

SO if you have EVER thought about working with me, NOW would be a really good time.

I also have a VERY special offer for this week only (through till Monday night ET).

I can confidently say there won't be another opportunity like it. 

We will get your messaging dialled in and get you feeling aligned and lit up about it.

You'll get my unique frameworks and processes to follow, my customised advice and 1:1 feedback especially for your brand, and a powerful group of other people to support you along the way too.

And we'll tap into that "something more" your audience are craving from you. 

It also means that for 12 months you have the confidence you can me ask any question about your 

 Messaging
 Marketing strategy
 Content 
 Marketing systems
 Marketing delegation/team
 Social Media
 Content Distribution, Promotion
 Marketing via JVs & collabs

And because I'll know where you're at, my advice will be customised and useful for you.

My process will get you crystal clear on what you need to be communicating with your audience consistently through your content.

If your stuff is too vanilla and boring to stand out, then I'm going to lovingly tell you, and help you find your spark and turn it into something compelling that will excite you to share. 

I honestly think this is where the MOST value will be for you, and we'll do that in the first few weeks. 

If you could use help with any or all of that - then you need to message me today.

What I will share privately with you will be the best offer I've made to date (and also it's in anticipation of a price rise that will take place soon too - so it's at the old price with a bunch of very powerful extras included, seriously it's SO much value). 

And I took the time to go into a bit more detail than usual because I don't want anyone who needs it to miss the opportunity. 

So if you want my eyes, ears and brain all over your brand, messaging, content and marketing, 

******

Would you like insights like this in your inbox each week? I publish the best stuff to my email list first of all, and then eventually it finds its way onto the blog. So if you want in on the action and the best stuff ahead of the pack, click here now. 


******

ABOUT THE AUTHOR

Nina Christian is a Marketing & Brand Strategist who is all about doing marketing in a more connected and human way. She helps business leaders and social-change-makers use thought leadership content to build their authority and widen their impact.

She is the Director of Braveda, (est 2000), which was recognised as  "Best Marketing Agency" at the Australian Marketing Excellence Awards.

She is a Certified Practicing Marketer (CPM), a Fellow of the Australian Marketing Institute & AMI State Chair (Vic) and runs two businesses of her own.

She has a knack for simplifying the complex which comes from being a hands-on mum to five young children, and uses this to turn time-sucking activities into easy to follow systems and processes that get outcomes fast.