Creating strong messaging takes skill and experience. That said, the very basics of good messaging are so simple it’s surprising to me how many companies get them wrong. There are three primary things to focus on: clarity, consistency and repetition.
In my 25+year marketing communications career, I have worked with about 50 start-ups. Most have been in the technology industry and a few have been in the environmental sustainability and travel industries. There are a few things I always seem to have to emphasize at the outset and they are listed below.
Admit it, we all want to demonstrate how smart we are and will often keep talking as long as people listen. Likewise, many (most) blog posts drone on way too long. Some merit great length. Most do not. Someone already came up with the term “blogette” and it means a small blog. Try to keep your blog posts brief, simple and clear – at least the majority of them. And make your point early. Most importantly, make sure each post meets its objective/s. Your readers will feel enlightened by the new information and/or viewpoints you have imparted and they can quickly get on with their day.