7 reasons for a well-crafted messaging house

Let’s start with the basics – what is a messaging house? Well, a messaging house, either for a brand, a campaign or an ABM target account, is a messaging framework that enables everyone to understand the value proposition, the product/service and even your audience. A well thought-out and crafted messaging house acts as inspiration for your team, while also being a sturdy framework for your communication strategy. In essence, it sounds straightforward. In fact, you may have these component parts already, just housed in siloed documents and folders. So why then is it so important to create a messaging house and collate all of these elements in the same structure? Let’s find out…

1.      Consistency is key

Imagine a scenario where your internal teams and external marketers are all talking about your brand or product/service in different ways… what a nightmare. It would be foolish to expect customers and clients to buy from an organisation where the messaging changes depending on who they are talking too. Thankfully, this can’t (or shouldn’t) happen when you have a comprehensive messaging house. This document helps to articulate your value proposition, provides stances and responses to key audience pain points, and highlights your unique benefits. The outcome is that whoever Is talking/writing about your brand/campaign, whether in-house or externally, is telling the same story… ensuring and maximising a clear brand identity.

2.     Audience segmentation and personalisation

As marketers, we know that personalised messaging has proven itself to be priceless in the pursuit of B2B leads and sales. The ability to talk directly to, and offer a solution for, specific audience pain points is a great way to maximise engagement, improve brand awareness and ultimately generate revenue. This is why a messaging house(s) is a great addition to any marketing activity. By creating houses for campaigns or target accounts in ABM activity, you have an opportunity to delve deeper into audiences, find high-engagement topics, and create targeted messaging for these individuals. Offering specific messages to the right people at the right time is a confirmed route to success.

3.    Better efficiency and effectiveness

Marketing campaigns and activity can quickly become overwhelming due to the sheer number of moving parts. But, a messaging house is a sure-fire way to minimise at least some of this complexity. A messaging house provides a structured framework for messaging and content, which can save time and resources. What’s more, marketing, sales, product, and customer support teams can all align on the core messages, ensuring that everyone is on the same page and working as efficiently as possible. With a messaging house, you should never again hear a question like ‘how are we describing this product feature?’

4.    Stay focused

A messaging house serves as a strategic guide that helps your marketers and salespeople stay focused on the main objectives of the campaign. It clearly explains what you offer, how it benefits your audience(s) and how you can overcome their objections. This strategic document ensures that all your organisation’s efforts are aligned with the overall business goals. It highlights the key themes and messages that should be emphasised, helping to avoid diluting your campaign with irrelevant information or unique (unapproved) perspectives.

5.    Adapt and overcome

The beauty of a messaging house is that as market conditions or customer needs change, you can quickly and logically make adjustments to the messaging strategy - without losing the core essence of the brand or campaign. It provides a scalable framework that can grow and evolve with the business, ensuring long-term relevance and effectiveness, under any changeable conditions. Instead of updating each of your teams on the latest messaging changes, simply update the messaging house and recirculate it to ensure everyone is quickly and efficiently singing from the same hymn sheet again.

6.    Maximise your brand perception

A comprehensive and well-structured messaging strategy can enhance your brand's professionalism and credibility in the eyes of potential clients and partners. By ensuring a consistent and clear approach to messaging, your prospects, leads and customers can come to recognise your communications and know exactly what to expect from your brand. By prioritising this level of reliability in your comms, your audience can begin to trust your brand and become open to engagement and discussions.

7.     Track, measure and improve

With a quality messaging house, it becomes easier to track the performance of different messages and channels, allowing for data-driven improvements. This document facilitates the integration of feedback into the messaging strategy - enabling continuous improvement and optimisation of your campaign. For example, if you find that a particular audience is failing to engage with a specific message, but your sales team are reporting a new pain point appearing during sales calls, then you can simply update the messaging house. This adaptation will ensure the campaign not only stays on track, but your entire business is aligned with the new subject matter in communications.

How to create a messaging house for success

With research teams, strategists, marketers and salespeople, there is likely no shortage of priceless insights within your business. What’s more, by compiling these findings into a single document, you could perhaps create something resembling a messaging house. But that’s not quite good enough. You see, the secret to making these documents work for you and your business, is the input of an experienced copywriter. A creative writer can take all of the initial information you have and then craft this into something that provides multiple benefits. A well-written messaging house not only provides a concise and easy-to-read file which can be used to align your in-house staff, but it also provides a narrative that binds all of your messaging together. The result is carefully created copy blocks and phrases that can be lifted directly from the messaging house and used in various ways and locations – while still ensuring the copy will be on brand, on message, and recognisable by your audiences.

To find out more about the importance of messaging houses in your business and campaigns, and how best to create them for future success…

Speak to Keystone Copywriting today by emailing kenneth@keystonecopywriting.co.uk or call 0330 043 7177