Corporate Messaging – It’s (not so) Easy

Creating clear, concise marketing messages seems simple, right? Unfortunately that’s the belief of many marketing teams and organizations who give corporate messaging too little time and attention. As David Packard, co-founder of Hewlett-Packard once said, “Marketing is too important to be left to the marketing department.” As a marketing professional, not only am I not offended, I fully agree with him. Marketing is the face of your company – how you present yourself to the world. It is a job that needs to permeate an entire organization, and creating the right messaging is step one. But where do you begin, and why do so many companies seem to struggle?

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Your Product has a Story – Tell It!

Product marketing material often fails to connect with its audience in a meaningful or memorable way. One way to keep your product marketing fresh and relevant is to go back to one of the oldest forms of communication – storytelling.

Humans are hardwired to both tell and listen to stories; it’s how we passed on important information for tens of thousands of years before written communication was invented. Good storytellers are ones who always keep their audiences top of mind as they spin their tales. And the best and most memorable stories are children’s stories – who doesn’t remember the basics of Cinderella or Little Red Riding Hood?

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