I can’t believe I’m saying this, but people often focus too much on the creative side of new messaging projects. By too much, I mean exclusively.
Yes, the messaging has to be compelling, flexible, and spot-on for the target audience. But all that development work is wasted if you don’t have a plan for making your messaging live beyond the first website revisions and a carefully crafted guidebook that no one reads. For messaging to succeed, everyone (not just the marketing team) needs to use it—in conversation, emails, presentations, wherever. Based on our experience working with a variety of clients on messaging projects, these are the keys to successful implementation:
Enthusiastic leadership. Driving adoption is not as simple as having the grand pooh-bah say “do it.” Leadership needs to embrace it, use it, model it—internally as well as to external audiences. Otherwise, messaging will be seen as optional.
Communicating the benefits. Good messaging solves problems. It provides easily grasped explanations of difficult concepts, clarifies key goals and values throughout the organization, and provides ready answers (even cut-and-paste options) to common questions. Let people know how the new messaging will help them talk about their work more comfortably, effectively, and consistently.
Training. Walking people through practical exercises for using the messaging in real-life situations is essential. This is especially true for sales teams and customer-facing staff: they’re primary message carriers and they need to feel comfortable with their approach. Facilitated role-playing sessions are ideal. It’s also a good idea to provide a refresher a few months down road.
Using new messaging will feel uncomfortable at first—even if it hits the authenticity mark and rings true to everyone throughout the organization—simply because it’s unfamiliar. Without ample reinforcement, people will revert to the words they’ve always used, even if those words inspire reactions like “Huh?” or “Excuse me, I have to go get another drink now.” Then your messaging platform breaks down—and I hate to see good creative go to waste.