Ended soon Start by doing the Foundational Work Every client wants to create the greatest profits possible, but few take the proper steps to get there. You can set your product or service apart from the pack and yield better outcomes by taking time up front to do thorough due diligence. There’s no sugar-coating the […]
Ended soon
Every client wants to create the greatest profits possible, but few take the proper steps to get there. You can set your product or service apart from the pack and yield better outcomes by taking time up front to do thorough due diligence. There’s no sugar-coating the issue; this process can be painful and scary. There’s also no way around it and skimping will always come back to bite you. If you really want to be competitive, you have to do the work for effective due diligence.
After you complete your positioning you’ll want to go back and revisit your messaging again. The process is a bit circular. When you’re finally done, you’ll have a crisp messaging document that will be evergreen to an extent. You may need adjustments over time because market landscapes are dynamic. Mergers happen, pandemics happen . . conditions are always in flux. You’ll need to revisit both of these docs periodically to be sure that you’re staying competitive and evolving wisely.
The messaging doc gets handed off to your creatives so they can use it to inform projects like copywriting for the web, social channels, pitch decks, data sheets and the like. It becomes the basis for all your outward-facing marketing and communications. When all your messaging is coming from one source it’s going to be consistent, which will positively impact your brand.
Doing these exercises will build a solid foundation. You can go back and address this foundation whether you’ve been in business for six months or 30+ years. You’ll still need to build the house on top of that foundation, but you’ll have a much better chance of winning if you do this work upfront. Some people will tell you that this part can be skipped and you will most likely see weakness in their messaging, their pricing model, or in other fundamental areas as a result. Just do the work and you’ll reap the rewards.
At bluesalve partners, we have an active product development process we can share with clients to accelerate and improve their batting average. Better outcomes are good for everyone, the firms, the industry, and their customers. Let’s all get better together.
Bluesalve partners is committed to accelerating change, growth and success for our clients.