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. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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