Let’s get this out of the way: your messaging isn’t the problem. It’s probably punchy, well-written, and polished within an inch of its life. The voice is on point. The taglines land. You’ve got a slick brand story that would make a CMO weep.
But here’s the thing: none of that matters if it’s not driving the business forward.
This isn’t about bad copy. It’s about misaligned priorities.
What usually happens? Marketing builds out a shiny narrative – bold, confident, emotionally intelligent. Meanwhile, leadership is laser-focused on revenue, market expansion, or pushing a specific product. These two tracks don’t intersect. They just politely wave at each other while heading in different directions.
So the website sounds amazing. But conversions? Meh. The campaigns look expensive. But the leads? Not the right ones. That’s the disconnect. That’s why the needle isn’t moving.
And no, you don’t need to light everything on fire and rebrand. You just need to stop treating messaging like a mood board and start treating it like a business tool.
You need to reverse-engineer your messaging. Start with your actual growth goals. What are you trying to do right now? Sell to the enterprise? Break into a new vertical? Retain users on the verge of ghosting you?
Whatever the goal, your messaging should be built to make it happen. That means trading cleverness for clarity, and vibes for value.
- Going after enterprise? Ditch the cheeky tone – credibility wins.
- Expanding fast? Talk scale, stability, and speed.
- Focused on retention? Speak to the ROI of sticking around, not just the shiny new features.
The goal isn’t to sound good. It’s to work.
Messaging isn’t sacred. It’s not some brand shrine you’re not allowed to touch. It’s a living, evolving lever for growth, and it should move in sync with the business it supports.
If it doesn’t? You’re just telling a great story to the wrong audience, at the wrong time, for the wrong reasons.
Want to get yours back on track? Let’s fix that.
#MessagingStrategy #CMOTips #B2BMarketing #FinancialPR
