Back in 2002, our company launched with a 22-word purpose statement. Which is way too many words, of course. So, the statement fell out of use. But its meaning? Still worthwhile. Take a look.
See right there in the middle? “Compel people to believe or behave.” In other words, we are in the business of persuasion. And so is your business. At least, it should be. All the time. In everything you do.
Stand by for an explanation.
Meanwhile, fast-forward to today. Our purpose is now basically two words: message strategy. Definition? A principled approach to what you say and how you say it… in order to achieve a goal.
The purpose of message strategy is to help you achieve a goal.
Let’s say you have a goal.
In order to achieve that goal, you need to influence people.
The way you influence people is through communication. In other words, a message.
But it can’t be just any message. It’s got to be one that’s specifically designed to help you reach the goal.
In other words, the message is driven by a strategy. Because every goal needs a strategy to achieve it.
This obviously makes sense when you’re talking about an organization. An organization achieves its goals through the efforts of people. The people it needs to influence might be customers. Or a distributor sales force. Or volunteers or shareholders or government officials or citizens or whomever.
Goals require influence. Influence comes from a message.
This idea that you have to influence people to achieve a goal… is that always true? What about personal goals?
Let’s say, for example, that you want to lose weight. Do you really need to influence people? It’s just you, right?
But wait. You’re people. Don’t you need to influence yourself? Isn’t there a message you need to tell yourself that will motivate you to achieve the goal? Yes there is. That you’re going to look better. Or feel better. Or be healthier. Or get to buy new clothes.
And maybe you do need to influence others… like asking your spouse to support you.
Now, we’re not in the business of personal messaging. But the point is, all goals require influence. And all influence comes through communication.
All communication is an opportunity to persuade.
By now you might be thinking “Okay fine, all persuasion comes through communication. But all communication is not persuasive.” Let’s address that argument through a couple of examples.
Example #1: Let’s say you’re a shipping company. On your website, you provide people with instructions on how to ship things. The argument goes like this: “See? Instructions. Instructions are not persuasive. They’re not promotional; they’re educational. Straight-up information, nothing more.”
False. Why are you giving people instructions if you don’t want them to ship? And why are you giving them instructions if you don’t want them to do things a certain way, so that their box doesn’t jam on the belt and their shoddy tape job doesn’t shoulder you with damage claims? So yes, you’re persuading, because you’re trying to influence behavior. You want adoption of best practices.
“But instructions have no benefit!”
False. Why would anyone bother to read shipping instructions if doing so didn’t offer them some kind of benefit?
Now recall that original Counterpart purpose statement: “Compel people to believe or behave.” Instructions influence behavior, but what about belief?
Well, what is the long-term takeaway you want people to have from these instructions? Don’t you want them to believe your company is helpful? That your company makes things easy for people, so people like doing business with you? So they’ll do business with you again… and again and again?
You see, even instructions are an opportunity to say that you’re here to help, that your mission is to make things easy… whatever your promise is.
Example #2: What about a logo? “A logo is not persuasion. It’s just a graphic.”
Well then, why bother? Why not set your business name in Times New Roman and call it a day? Why waste time selecting fonts and specifying colors and fashioning symbols?
You know why. Fonts and colors and symbols have a purpose — to make somebody feel a certain way about your brand. So that they will ultimately patronize your brand. Because we don’t communicate with words alone. Every decision in design is made with the intent to convey meaning. To send a message.
Everything sends a message.
So far we’ve argued within the realm of copywriters and art directors. But there’s far more to messaging that the verbal and the visual.
Everything sends a message. Literally everything.
The attitude of your receptionist… sends a message.
How clean your restrooms are… sends a message.
Do you make your customer service phone number hard to find on your website? That tells me something.
Does your sales team take a long time to get back to me? That tells me something.
Everything sends a message.
And so we’re here to tell you that every message needs a strategy. Because every message, however it’s delivered, has the potential to influence people — to believe in a certain way, or behave in a certain way. Ideally both.
Every message needs a strategy.
Every message can play a role in helping you achieve your goal. As long as there’s a strategy behind it. That’s what makes a message effective.
So when do you need message strategy? All the time. When you’re developing a website. A uniform. A sales playbook. A logo. And yes, even a set of instructions.
Every touchpoint is an opportunity. And message strategy always applies. Believe this, and put it into practice. How? By implementing the principles of message strategy — AKA the four things that make a message work.
And if you need help, you know what to do. Send us a message.
Related:
Message strategy: An official definition
How to make your message customer-centric
How to make your message clear
How to make your message compelling
How to keep your message controlled