Working the last few years mostly with midsized business to business companies, one thing that I consistently see is that there is little attention spent on the most important components of a strategic message strategy that works. Why is this important? Without the correct message strategy, chances are that you are wasting your marketing dollars or at least, you are not getting the value you should from your efforts.

Any communications strategy must start with a strategic and powerful positioning statement. Strategic meaning that it must be written from the target's perspective and be validated as true and accurate, and not guessed on. Powerful meaning that it is unique, differentiating, and compelling. If it is not, then it is likely that your messages will be similar to your competitors. If your message does not stand out, how do you separate yourself from your competitors? This also suppresses the value of your company's brand.

With every client I have worked with, I have found through my process what is unique, differentiating and compelling with their business. In each case, we uncovered items that even the business owner was not aware of. The process works and the results are powerful.