Knowing How to Tell Your Story
A strategy is simply a series of choices. Every choice has a tradeoff. In battle, you choose the high ground because it gives you the advantage of visibility, but there’s the downside of having fewer places to maneuver.
In business, it’s the same. Companies develop marketing strategies that define targets – choices to go after small or large businesses, C-level or managers, older or younger demographics, etc. All those choices affect how you frame your message.
However, your strategies usually go right out the window once you start writing copy or selecting design. It’s tough to avoid the urge to be all things to all people. Messaging strategy is the art of aligning your message with your marketing and business strategies.
Bring Out Your Creativity
Let’s face it; the creative stuff is what you live for. It’s the fun part of marketing. However, it’s easy to get bogged down in compromises, capitulations, and contradictions. When you have KTD Communications in the room with you during the brainstorming process, you can save a great deal of time. We know the questions to ask that will find your messaging strategy and get you on the right path. We walk you through the choices systematically in a way that lets you be more creative.
More importantly, we know the techniques that will fulfill your business strategy. When we’re through, we’ll have identified the central theme of the campaign, the tone of the copy, the images and art direction, all the steps in the campaign flow, and the key messages.
Work Faster Under Pressure
You’ll find that when you start with messaging strategy, you avoid a great deal of churn in the design process. It stimulates everyone’s creativity when you’ve made some strong choices. Working out your themes in this way gets the creative juices flowing and the project moves along faster.
If you skip this step, you’ll end up creating more churn at the end of the project when it’s much more expensive and time-consuming to make changes. So, when you’re under a hard deadline, taking a few hours to work out a messaging strategy will streamline the rest of the process – and results in a more effective campaign.