It’s Time To Improve Your Messaging

Is your messaging holding back your success? “One day I will find the right words, and they will be simple.” ―Jack Kerouac, The Dharma Bums Every day, we watch as the right (or wrong) messaging impacts the success, failure, or sideways movement of companies, brands, politicians and more. (Think Google, current political leaders, and too […]

Is your messaging holding back your success?


“One day I will find the right words, and they will be simple.”

―Jack Kerouac, The Dharma Bums

Every day, we watch as the right (or wrong) messaging impacts the success, failure, or sideways movement of companies, brands, politicians and more. (Think Google, current political leaders, and too many other examples to list.)

And yet, many companies still deny the critical importance of ‘the message.’ More concerned with how the message is distributed and what new technology they’ll use to deliver the message, many organizations relegate the message itself to a secondary status. Too often placed inside the framework of ‘content,’ the message (for many) lacks a critical link to business strategy, strategic vision and brand/marketing context.

But successful messaging is about more than simple content. Born of the integration of brand positioning, marketing and communications architecture, PR/social media message mapping, experience platforming and more, Cohesion‘s unique approach to messaging is the result of more than 25 years of evolutionary work.

Internal Messaging Is A Problem, Too.

An SIS International Research study discovered that 70% of small- to mid-size businesses claim that ineffective communication is their primary problem. Communication issues are not just annoying; they are also costly. A business with 100 employees spends an average downtime of 17 hours a week clarifying communication. This translates to an annual cost of $528,443.

As businesses get larger, so do the communications problems.

Most C-level managers readily admit that their organizations do a poor job of communicating. But while many admit the problem, few have focused on its answer. For most companies, communication is a major liability.

A typical organization pays the average employee $9,000 a year to read, write and answer email. Mid-sized corporations spend $2.5 million on internal meetings every year with little or nothing to show for it. A recent University of Maryland study states that poor communication in U.S. hospitals costs $12 billion a year, which represents more than half of an average hospital’s margin. Many other industries pay a similar price.

Is Messaging Too ‘Soft’ An Issue To Fix?

The inefficiencies in brand communications, marketing direction and sales efforts, cause many companies to simply throw up their hands — or sweep the issues under the rug. “Companies live in denial,” a CMO recently told me. “Because without a strategic path to change messaging and behavior, everyone is convinced that communication is too big and too soft a problem to wrestle.”

Not only is the problem complex, it’s fragmented. While many companies do a good job of project and/or vertical communications efforts, very few address the issue in a holistic way. Said my CMO colleague, “The sad thing is, with the right approach you can make tremendous strides. Problem is, most managers don’t know how and where to start – or how to keep the process alive.”

Is your organization ready to improve its messaging? If so, we know a firm that can help.


 

Cohesion Is A Marketing Direction Firm

At Cohesion, we successfully blend the worlds of brand development, marketing strategy, customer experience and content development. Utilizing an architecture process first developed in 1999, Cohesion’s work now spans to include brand & marketing strategy, brand architecture, customer/user experience mapping and precise message and content development. We develop ‘the work behind the work,’ providing unique value to our growing list of clients. For more information, contact Brian Creath, president, at 314-276-5383, or at bcreath@cohesioncompany.com.

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