Communication strategy
It is already clear what the company wins on, but the website says one thing, the offer another and the salesperson a third. We turn the advantages into one message and carry it everywhere customers meet the company.
“We know how we differ. How do we make sure customers hear the same thing on the website, in the offer and from the salesperson?”
Note for decision-makers
- A one-page messaging guide, rewritten copy in the places that decide sales, and a plan for checking whether the new message works.
- The advantages are named and confirmed, in an audit or in earlier work.
- It is not yet clear how the company differs. In that case we start with the communication audit, because a strategy built on a guess only repeats it more loudly.
- Where do customers make the decision: on the website, in the offer or in conversation? That is where we start the changes.
What you get
- A one-page messaging guide: who the offer is for, what problem it solves, how it beats the alternatives and what evidence shows it.
- A glossary: what we call the product, the services and the advantages. One name for one thing, in every channel.
- Rewritten copy in the places sales depend on: home page, offer pages, the proposal template, the sales presentation.
- Rules for the agency and the team: what we always say, what we never say.
- A verification plan: which changes we test and how we will know they work.
Principles
One advantage up front, not five. Customers remember one thing. The rest is evidence, not a headline.
Evidence next to the promise. Every sentence about an advantage has a verifiable fact next to it. Without evidence, the sentence goes.
The same message everywhere. The website, the offer and the sales conversation use the same words. Channels differ in length, not in content.
How the work proceeds
Messaging guide, agreed with the board.
Glossary of names and rules for the team.
Rewriting copy in order of importance: where customers decide comes first.
Handing the rules over to the agency and the sales department.
Verification: creative testing before media placement, analytics after the changes.
What you can count on
Knowing whether the new message works. The measurement is set before publication, not after it.
What the price depends on
The number of customer touchpoints in scope. Whether the advantages are already named or need to be established first. Whether we write the copy ourselves or hand the rules over to an agency.
Let's talk about your case.
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