In today’s newsletter, I want to go back to the basics. What is messaging—and why does it matter?

If you’re a founder, you might not be familiar with the phrase of “messaging.” Here’s a definition as a starting point.

Messaging is the language your brand uses to clearly communicate what you do, who it’s for, and why it matters—across all your marketing collateral.

It’s the most foundational thing you can work on in your business and has a direct impact on the growth of your business. Let’s break apart this definition.

Messaging is the language your brand uses. This refers to how you talk about your business. When people ask you at a dinner party what you do, how do you respond? What do you tell them? Do you start with talking about how the business got started, or tell them the problem you solve?

You might think this is silly, but it isn’t. Taking into consideration what you say about your business, and what your team says about your business matters.

Clearly communicate what you do, who it’s for, and why it matters. Zoom in on the first word here—clearly. Clarity is one of the most common mistakes founders make when talking about their business. They choose to try and sound smart instead. Costing them opportunities for people to understand what they do.

Buyers are simple. Don’t overcomplicate this. Your ideal customer has a problem, and they want a solution. Outline the problem then present the solution. Sounds too simple? That’s because it is.

Across all your marketing collateral. Consistency. Consistency. Consistency. I did a recent post all about consistency being your secret weapon. In marketing there are few things as effective as consistency. We live in a noisy world, where everyone is trying to sell us something.

Being consistent helps you stay top of mind. Showing up once, isn’t good enough. It won’t help you stand out so people think of you when they need you.

I made this mistake when I started my business. I was more concerned about bugging people than I was about growing my business. Once I became more consistent and continued to preach the same message, my business grew.

Are you consistently saying the same thing, or is it different to everyone you talk to?

Why does this matter?

You can perform all the marketing tactics out there, but if your message isn’t working—you will fail to connect with your customer and close more deals. You can always tighten your messaging and it should be something you revisit as your business grows. As you acquire new customers, reach new target markets, and create new offerings.

Curious to hear, how clear do you feel your messaging is right now? Hit reply and let me know.