The FEI Tribe Discusses the Concept of ‘Messaging’

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.

T.J. is team leader of Grow Sales, Inc., a marketing and social media services company operating at the intersection of compelling content, clear vision and quality communication practices. In this blog, fire is a metaphor for print. Hang on, this ride will be weird...Prometheus crept into Mt. Olympus, stole fire, returned to the lowlands, ran from house to house distributing it, got caught, was chained to a rock, lost his liver to a huge ugly bird and was rescued by Hercules. Leveraging his fame, Prometheus started Fire Enterprises Inc.  (FEI). Since fire was the hottest technology of the time, company success came fast and furious. Two generations later, fire isn't such an easy sale. Now led by Prometheus' grandson Org, FEI's growth is non-existent, competitors are pounding and prices are in the toilet.
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