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On-the-mark messaging
Launch International specializes in helping high-technology companies create or enhance their messages and launch them to key audiences. In this interview, Launch founder and president, Jody Canavan, explains how tech companies can test--and improve--their messages.
ide@s: First, what exactly do you mean by "messaging"?
Jody Canavan: A message, by definition, means a "short communication." For a company, it is extremely difficult to create a single message that sums up its entire capability. In fact, many companies have several messages that work together toward creating an overall brand. For example, company messages include elevator pitches, unique value propositions, and other communication points that position a company and its offerings as unique.
When I review messages, I look for key things that say what (a company does), how (it does it), for whom (it does it), and for what result (its goods or services deliver). Most importantly, the message must be pervasive and memorable to get any traction in the marketplace. It must be understood throughout the entire organization and redelivered in exactly the same manner.
ide@s: Would you provide one or two specific examples of good messaging that you have seen in the technology marketplace?
Canavan: Looking at the high end of the technology marketplace spectrum, I would have to point to Siebel. Their messages are solid and continue to evolve with the times. As an organization, they do a fabulous job of ensuring that their employees know the messages and take them forward to their respective audiences properly. On the small-company side, iPhrase--a company that develops search technology--has done a great job of making their messages clear and has successfully carried them to their audiences.
ide@s: What are some of the messaging challenges unique to the technology industry? And, more recently, what impact is the economy having on tech companies' messaging?
Canavan: The tech industry has faced a "triple whammy." First, technology changes quickly--that's no surprise to anyone in the industry. The trouble is, keeping messages fresh has been practically impossible for most companies. Messages that worked two years ago definitely do not work today.
Second, the reality of real-time business has completely changed how we communicate. Most companies' web presence--how they make themselves available to the online world--has been a struggle to keep current, let alone leverage into a message-building, revenue-generating tool.
Third, the economy has forced a reset in messaging, which is a good thing. Three years ago, spending was high, sales were good, and messages were visionary. Today, customers are fixing what's broken, with only a minority actually pondering "visionary" projects. Messages have to solve problems in a meaningful and measurable way. An "increased revenues" message is meaningful but not measurable.
ide@s: How can companies overcome these challenges and successfully build, communicate, and improve their messaging?
Canavan: First, a company has to realize that its messages are likely no longer appropriate for today's marketplace. Second, it needs to take a new look at its customers and what their problem areas are. Third, it needs to re-examine its solutions to ensure they are still meeting customer needs. Perhaps the solutions are perfect, but they are not being communicated effectively for today's market. Or, perhaps the solutions need to change, as well. Next, a company must determine how its solution effectively solves a customer's problems. Finally, it must compare these solutions to what else is in the market, creating a competitive analysis and determining what makes the company unique.
ide@s: How does a company like Launch help tech organizations with their messaging?
Canavan: There are several things we can do to help companies more effectively communicate messages. The first is to review existing messages and provide feedback on how those messages fit within the basic metrics as described earlier. We perform these types of audits all the time. At the other end of the spectrum, we can deliver a complete messaging and communications engagement, which includes a workshop and consensus document identifying target markets, solutions, results, competitive analysis, and appropriate messages. This document serves as a stake in the ground for ongoing messaging. In addition, we have focused on web-appropriate messaging this year. Several companies have asked us to review their web sites and restructure or repopulate them with more effective online messages.
ide@s: If ide@s readers want to improve their companies' messaging, what are some simple steps they can take today?
Canavan: Ensure that your messages can pass the test of what, how, for whom, and to what result. Messages and elevator pitches should be easy to read or speak and very easy to understand. Don't write about baseline expectations. Customers assume you will save them time or reduce their costs. Elevate these simple statements to something more meaningful.
ide@s: If you could give only one piece of advice to readers, what would it be?
Canavan: As the saying goes, "Walk the talk." If you're a marketing person, get your company's "elevator pitch" and actually go find an elevator somewhere. Get in, push a button to the top floor, and start reading out loud. While it many seem silly, few marketing people can appreciate what it's like to give an elevator pitch to a person they've never met before. Next, ask yourself if you actually have any idea what your company does based on the information you just read.
Another exercise that's not as fun--but probably more important--is to sit down in front of your top five salespeople. Ask them what they think of your existing elevator pitch and how often they use it. I guarantee their feedback will be enlightening.
To learn more about Launch International's messaging services, email us at ideas@launchintl.com.
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Launch International
95 West Court Street
Doylestown, PA 18901
215.230.4340 phone
215.230.4342 fax
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