Here’s a question for you…
Do you ever feel like when you’re talking about your business, products or services, your audience isn’t fully listening, they’re just not really “getting it”, that despite your best efforts and endless enthusiasm, you just can’t seem to captivate their imagination and make your message land?
Well if so, this is where step Number 2 comes in: ‘Positioning your Message’ because if you want your message to land with your audience, you need to make sure you’re actually throwing it in their direction.
It’s crucial that your message, be it in the form of a pitch, presentation or piece of copy, chimes with your audience deepest needs. It needs to resonate. And for your message to resonate with your audience, they must first relate to it. We do this through positioning.
The easiest way to think about positioning your message is to imagine you’re setting it’s course, giving it the best possible chance of reaching it’s intended destination, your audience. If your message isn’t positioned correctly, if its course isn’t clearly defined and its target correctly identified (that’s your audience) then it won’t land where or how you want it to. It’ll either fail to reach them or fly right past, spinning off into the ether to hang out with all the other miss-directed and lost messages. This is not the kind of fate we want for yours. We want your message to LAND! Therefore we need to position it, and to do this effectively there are a couple of very important coordinates that need to be plotted – You and Them.
Let’s start with Them – your lovely audience because as I’ve said before, it’s always, ALWAYS about them.
The first commandment of effective communication; Know Thy Audience!
To set that course correctly, so that your message lands, resonates and is relatable, you must first be very clear about who your audience is and what they need from you. You need to find their pain-point, their problem either real or perceived so that in response, you can offer the solution. In some cases, this might be obvious, but in others, your audience might not even recognise their own pain-point, until you find the language and framework to fully articulate and expose it for them. The better you know and understand your audience the more effective you’ll be at unearthing their problems. By starting from where your audience is already standing, in the discomfort of their pain-point and actually meeting them there, will make your message resonate and relatable. This is how you position your message so that it not only reaches your audience but so that it lands in their hand’s, hearts and heads!
Now let’s move on to that other co-ordinate – You!
Similar to a GPS, in order for your message to find the most direct and effective route, once you’ve plotted its destination, you need to be very clear exactly where it’s coming from. To simply say “Well that’s easy, it’s coming from me”, isn’t sufficient, it’s too general. Your message will get lost, confused and never connect to that clear road leading to your audience. So you need to be specific.
We’ve already identified that in order to make your message resonate and relatable, you need to position it as the solution to your audience’s problem, rooting it in their needs and wants, but in addition, you need to position your message so that it stands out. So it doesn’t get lost in the sea of similar message crashing towards them. If you’ve been able to define the correct pain-point and position your message accordingly, this will already give you a strong point of difference. However, your other differentiating factor, one that must never be overlooked as it’s your greatest, most powerful USP, is YOU. And the best way of communicating all of your glorious ‘you-ness’ is through being authentic. Your message must be injected with your personality, your story, your experience, your tone of voice, your passion, your enthusiasm, YOUR AUTHENTIC SELF. This is what will make your message completely unique and this is the position you always want your message to start from!
So here’s what I’d like you to do…
1. Identify your audiences deepest pain-point.
2. Position your services, products or ideas as a direct solution to that pain-point
3. Get clear on your WMMD’s (What Makes Me Different?) and once you’ve identified what these are, make sure that they come through loud and clear in your message.
And then once you’ve done that, come and join the conversation over at the Communicationcampus.co.uk and share your answers with us!