When talking with marketing and PR pros, you hear a lot about marketing or sales “messaging.” This post will explain what messaging is and how to develop a strategy for communicating your value to clients and prospects.
Think about the last time you posted an update on social media or wrote an article. What was the message that were sending to your audience about you, your skills or your firm either intentionally or unintentionally? As a professional services salesperson, you want to be identified with your core strengths.
The Professional Services Superpower
The good news is, lawyers and other professional services providers have a messaging superpower: the ability to take a thorny business problem and create a clear call to action, such as defining the immediate next steps after a new law is passed. Messaging strategy for professional services providers can be broken down into three components:
Your value proposition
Your target audience
Top of mind topics
Messaging as a concept has been around for a long, long time. Before newspapers and snail mail, our ancestors received messages from smoke signals, carrier pigeons or the town crier. Today, the word in a marketing context means:
“a system or process of transmitting messages, especially electronically, by computer, telephone, television cable, etc.”
It’s important to pay attention to the word “system” in this sentence. The word implies that there is a strategy or process around creating and delivering messages. They are not random acts of marketing. Quite the opposite, they provide absolute clarity about who you are and how you can help.
Today, we communicate almost exclusively through electronic communications channels, i.e. email, blog, Facebook, Twitter, etc. In addition, your potential clients might actually find you rather than you finding them. In the age of social media and mobile phones, messages have to penetrate quickly. Ideally, they will have a visc