Have you ever had a conversation with someone that left you energized and excited? Perhaps the other person shared a funny story, something they had witnessed, or even a great opportunity that was before them. These conversations are fun, inspiring, and often leave you looking forward to hearing more. These are the types of conversations we all want to have with others about our organizations and the impact we are making.

Anne Morrow Lindbergh said, “Good communication is as stimulating as black coffee, and just as hard to sleep after.” We should all aspire to continue developing and nurturing great Communication skills. We can also equip members of our team and strengthen their abilities by providing them the tools with which to communicate - specifically a consistent, powerful, strategic message about what the organization is doing and accomplishing.

Your strategic message should be crafted by the leadership team and developed in a way that those who hear it want to take the action you desire. They may feel compelled to learn more, get involved, or do something else on behalf of the organization.

A good message should immediately capture the attention of those who hear or read it. That means that it should not only focus on the organization’s goals, but it should be strategically crafted for each audience to make sure they understand how the organization is uniquely positioned to meet their desires. They should quickly recognize a problem and see you as a possible solution. Over the next several months we will discuss in-depth how to create a strategic message but first we must understand the importance and power of creating a strong message.

You may have heard the statistic that people need to hear your message or see your logo 6-8 times before they can remember it. That is because consistency and repetition are the foundations for a message being heard, understood, remembered, and, ultimately acted upon. That means that if you don’t have a clear, consistent message you are demanding that your audiences get re-acquainted with you at every touch-point. It is difficult to build a reputation and trust when you are constantly reintroducing yourself to them in a different light. Developing and presenting targeted information in a quick, clear, and consistent format increases your chances of being heard and understood. (Click here to learn about Developing a Style Guide)

There are some other key benefits to developing a powerful message for your organization:

1. Developing a strategic message provides the opportunity for the leadership team to clarify and sharpen their understanding of the goals of the organization. During these discussions you may be surprised to discover significant disagreement or confusion about what the organization wants to accomplish. This is fairly common and shouldn’t be discouraging to those involved in the process. In fact, it should be encouraging in that it is a great opportunity for those in the organization to receive clarity and deepen their connection with those in the community. 

   
   
2. Developing a strategic message provides an opportunity for those in the organization to recognize that individual members and groups within the community have different perceptions about the value the organization provides. For example, some people may see value in the work you are doing and the impact you are making in the lives of individuals (drug-free, abstinent, healthy marriage, adoption, etc.). In contrast, you may discover that some business owners see the value you bring as the ability to showcase their involvement and willingness to invest in the community. Value may be based more on public relations or awareness for these businesses. Regardless of how they perceive your value, it is clear that these groups will require different messages in order to get them engaged and take the actions you want them to take. 

   
   
3. Finally, developing a strategic message gives everyone in the organization simple, compelling, and memorable words they can share with a variety of audiences within the community. This messaging equips those in your organization to speak with a variety of potential stakeholders and get them excited about what your organization is doing.

Your messaging should permeate all internal and external communications. It should tie all your programs and activities together, helping those in the community quickly and easily understand what the organization is all about. I encourage you to take time this month to evaluate the messaging of your organization. Is it clear and consistent? Do you communicate value based upon the specific audience to whom you are speaking? Or does the message vary without communicating how you can help them meet their goals? Join us next month for a free webinar on this topic.

Tiffany Applegate is a Senior Partner of X Factor Consulting, a consulting firm that makes the world a better place by equipping leaders and strengthening organizations. Through active partnerships with businesses, foundations, government agencies, nonprofits, and others that share this commitment, X Factor is strengthening individuals, families, neighborhoods, and communities around the world. 

Tiffany has a wealth of experience working with corporations and nonprofits. She has provided numerous organizations guidance and expertise in marketing, branding, strategic messaging, organizational development, and more. Contact X Factor at 800-883-7196 or by email to learn how she can help you today. 

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