Fresh Facets

The Secret to Unlocking Effective Marketing Communication

By: Michela Quilici, Marketing Director at Art Fresh
 
 
Have you ever felt like you are crystal clear about who you are, what you offer and who you want to serve, but somehow there is a disconnect between what you know and what other people understand?
 
One of the biggest challenges I have had my entire life is not being seen for who I really am. And worse yet, being misunderstood.
 
I grew up a highly sensitive, introverted, shy child. I preferred to speak less and listen more. I observed and absorbed, and felt everything. I was kind, compassionate, and very wise. Growing up my mother used to tell me that if I didn’t learn to openly express myself and let people into my world, I wouldn’t have any friends.
 
Yikes! Thanks mom.
 
You see, there was a disconnect between what I knew, who I was, and how that was being portrayed outwardly in the world. I started to notice how this was playing out with my friends and colleagues, and later with my employers and employees I managed, and then with my prospects and clients. The way that I was interacting with the people in my world had a huge impact on my ability to be the best I could be and to fully step into my greatness. I was keeping myself small, by hiding who I really was. I wasn’t purposefully hiding, but I was unintentional about how I was being and unaware about the impact that was having around me.
 
Have you ever experienced a situation in which you are having a conversation with a prospect you know would be an ideal client for you, yet they decide not to work with you? To add insult to injury, you find out that they are working with your colleague or competitor instead? Well, that happened to me – a few times.
 
This is what I learned.  It doesn’t matter how brilliant you are at what you do, if you do not effectively translate your brilliance in a way that resonates with your audience to be truly seen, heard and understood, then you will always stay small and never be able to fully step into your power, your brilliance and your best self.

 



Ponder this… You go into a grocery store looking for jam and you walk down the jam aisle that has five rows of jam jars – there are at least 50 different types – but they are all just jam. Some don’t have labels, some are in opaque jars instead of clear ones (so you can’t see what’s inside), some have labels written in a language you don’t understand – how will you decide which jam is the perfect one for you in this moment?
 
It’s the same in your business. In order to stand out from the competition and really be seen and heard for who you truly are, you need to be crystal clear and compelling with the words and visuals you are using in your marketing communications. Your marketing communication represents who you are in the marketplace.
 
There is only one key question that you need to ask yourself in order to sense-check whether or not your message is landing:
 
Is my intention having the resounding impact that I expect from my target audience?
 
If the answer is NO, then you’ve got some refinement to do.
 
Here are three key questions to consider in your exploration of intention vs. impact:
 
  1. If you use different words, colours or images, how would that shift the impact?
  2. If you change the delivery style of your message, how would that alter the way your message is received?
  3. If you modify the tone of your message, how would that impact the listener’s ability to hear your words?
 
 
I have spent the last six years supporting my clients to refine their marketing messaging and positioning for impact. If you’re tired of struggling to figure this out yourself and are ready to work with an expert who does this for a living, let’s have a conversation. It’s not rocket science but there is an art and science to knowing how to position your message for impact. The faster you sort out your marketing positioning in the marketplace, the easier your marketing will become and the faster you’ll be able to attract and convert more clients to grow your business.  
 
There is no getting around this, and there are no short cuts. Mastering your positioning is one of the key building blocks to business success.  You and your business depend on it. 

Looking for a big idea?

Call us: +1.902.394.7272