Last time, the Fire Enterprises, Inc. (FEI) tribe went over the creation of a “Unique Selling Proposition.” This week, Marka, Zoot and Brandy the messaging and branding guru discuss how to use the concept of “messaging” to create compelling communications and positive customer experiences. Remember, fire = print.
Marka sat at her usual stool in the Red Argus, explaining FEI’s new Unique Selling Proposition to Brandy, the branding and messaging whiz who also happened to brew up one Hades' of a grog.
“Nice USP,” Brandy said. “I hate to take the wind out of your toga, but staying ‘on message’ involves more than just reciting your USP over and over again.”
Marka’s smile dropped into a frown. She had no idea what Brandy would suggest next.
Brandy didn’t even try to hide the smug look on her face. “I’ll give you a clue,” she said. “When a customer reads one of your O-newsletters, or scans your O-mailer, he or she should walk away with an understanding of why FEI is the first name in fire. Your written communications must focus on demonstrating your USP and core competencies to your target audience.”
“So good messaging means letting the customer know what FEI can do for them,” Marka said.
“Yes,” Brandy replied. “Use your communications as platforms to remind customers of your dependability, innovation and quality. There are many ways to do this.”
Brandy grabbed a cocktail napkin and started writing:
• Providing valuable information or industry experience.
• Addressing a specific customer concern or general industry concern.
• Demonstrating how FEI offers safety, convenience and peace of mind to the customer.
• Showcasing new products, updated technology and new hires.
• Explaining how your core competencies fulfill market need.
Zoot and Numo walked through the door. As usual, Zoot wore his classy blue toga while frugal Numo’s was made of ragged cloth.
“What’s the good word?” Zoot asked.
“We’re talking about staying ‘on-message,’” Marka said.
“Good thing I came along. I had a few ideas for what ‘on message’ should mean to our sales force.”
“Go on,” Marka said. What could Zoot possibly have to say about messaging? She wondered.
“I call it ‘the grand opening attitude,’” Zoot continued. “Our salespeople should act like each customer is FEI’s first visitor on opening day. This means demonstrating that we consistently make and keep commitments, show empathy and provide solutions to problems.”
“It’s certainly worked for you,” Brandy noted. “I’ve heard many good things about how pleased people are with FEI’s runner’s.”
“I have many more ideas for creating good customer service habits for FEI,” Zoot said.
“It’s your business not mine, Marka, but how about creating an FEI ‘messaging document’ so your marketing and sales teams can easily stay on message every time,” Brandy suggested.
“What would be included?” enquired Marka.
“Start with your USP and add core talking points,” Brandy responded. “Get down in the trenches, talk with all of Zoot’s runners, collect the best of what you hear, create a new living, breathing messaging document and use it a clearinghouse for communicating great ideas.”
“Brandy, this is a great idea!” Marka shouted, taking a big swig of yellow grog. “The toughest part of new projects is getting started. These talking points will make our workflow better!”
“My team would certainly benefit from it too!” Zoot added, gazing out the window watching the soft orange sun slowly dipping behind Mt. Olympus.
Next week: Zoot explains more of his best practices for creating positive customer experiences.FIRE! In ActionOB/Gyn’s New Marketing Program Increases Referrals
Jose Aun, MD, an OB/GYN in Texas, trained his staff to thank referrers, follow up on missed or cancelled appointments and create and maintain a rapport with patients. With the help of this commitment to the company’s core values, Dr. Aun’s referrals increased by 50%