Build an expensive house without a foundation and you’ll watch your investment simply sink into the earth.
Yet that’s exactly what many marketing organizations do. They build their marketing plan without a foundation, so their marketing efforts slowly sink from view.
Fight Message Drift
The Messaging Foundation is the building block of your marketing efforts â€“ the document that defines what you’re saying, who you’re saying it to, and how you’re saying it.
Why use it? It keeps you focused. It keeps your message alive (and out of the hands of the passive voice that always creeps in). And it fights that most insidious of marketing diseases: Message Drift.
Over time, messages tend to drift â€“ especially in the presence of overworked marketing staff (which describes most marketing departments nowadays). The results are hugely damaging; your customer universe hears not a unified message, but a fragmented, oscillating one.
Build a good Messaging Platform, and you’ll cement your message in place.
My advice? Don’t market without one.
In our next post, you’ll learn how to build your own shiny new Messaging Platform in a few easy steps…