Want to know one of the most-often misquoted sayings in our culture?
It’s Ralph Waldo Emerson’s take on consistency: A foolish consistency is the hobgoblin of little minds
Often this is quoted without the word “foolish” which changes the whole meaning of this nugget o’wisdom He’s not saying consistency is bad, per se, but that consistency which doesn’t serve a purpose, which is foolish, is really the sticky wicket.
Consistency in your branding and messaging efforts is vital if you want to be memorable and get noticed. An old marketing adage suggests that you need to hear a message 5-7 times before it really sticks – and I’d hazard a guess that this number has gone up in today’s crowded marketplace. I often tell my clients that if your message is vastly different each time you say it, then it’s like you’re starting the counter back at zero each time. How the heck will that help people really remember you and slot your brand in the right place in their brains?
Enter the Key Messages Document.
You’re busy enough running your business and managing everything on your own to have to sit down and re-create the wheel each time you need a new brochure or have to send someone a blurb about your company. Make you life easier and make sure you create these 10 core messaging elements once, and then use them over and over again to save time and hassle.
Because I love you, I created this handy dandy worksheet for your downloading pleasure that breaks down the Key Messages you should have in your brand toolkit. Once you fill this out (after thinking through your brand strategy, of course) keep it handy: pin it to your shortcuts menu, post it up by your desk. And watch how easy peasy it will be for you to fill out that form or zip off that email to a partner or advertiser. The added bonus? I give you a Messaging Platform to fill out that will serve as the foundation for all your future copy, from website to sales pitch to whatever. This is a godsend if you tend to work with different writers on different projects and helps them hit the ground running.
Download this Key Messages Document now and enjoy it with my blessing….
As Emerson said, foolish consistency is pointless and ridiculous. But consistency that not only saves you time AND achieves your business goals is actually a pretty smart move. (Tweet this!)
Aaaannnndd….for some more juicy advice on the four keys to creating magnetic messaging, please check out this Red Slice TV show video on MySourceTV. I think you’re gonna LOVE IT!
Photo Credit: Betsy Weber, Flikr