Ask 3 Employees What Your Company Does. Their Answers Could Explain Your Sales Problem
Messaging is the most underrated job in marketing—and the most expensive to get wrong. Here’s the document that fixes it.
EXPERT OPINION BY PAM DIDNER, B2B MARKETING CONSULTANT AND AI STRATEGIST
Try this before your next planning meeting. Ask three people inside your company to describe, separately, what your company does and who you do it for. If you get three different answers, and you almost always will, you don’t have a communication quirk. You have a revenue problem.
Because if the people who work in the company can’t say it the same way, your customers have no chance. Every inconsistent version costs you. The sales rep improvises a pitch. The website says something else. PR invents a third thing. And the prospect quietly decides you’re not quite sure what you sell. Confused buyers don’t buy. They just go somewhere else.
Messaging is the most underrated task in all
Messaging is the most underrated task in all of marketing. It isn’t as fun as creative, or storytelling, or a splashy campaign—so it’s the first thing teams skip. But it’s the foundation everything else stands on: PR, content, sales training, the entire external voice of the company.
As boring as it may sound, I absolutely love building messaging frameworks for clients! Because it’s the rare fix that quietly pushes consistency across all channels. That consistency minimizes customer confusion, which directly impacts revenue.
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What a messaging framework actually is—and what it isn’t
A messaging framework is a short, structured document that captures your product’s unique promise and how it’s different from everyone else’s.
It is not copywriting. It’s the singlel draw from—so the final words can change while the substance never does
A good one is tight—not a 40-page brand bible nobody opens.
Source: www.inc.com
