“Consumer beliefs and behaviors are changing fast. Companies should therefore ensure that all their brand communications are attuned to buyer sentiment.”
— McKinsey

With all that has changed in the past 18 months — it is time for you to stop down and recapture the voice of your customer.

It’s time to realign your story with their current mindsets, buying behaviors and priorities. If you don’t, you will waste valuable sales and marketing dollars in the year ahead. How do you accomplish this? Well, McKinsey says …

“Companies must conduct primary consumer-insights work, with a focus on identifying changed behaviors and associated changed beliefs and motivators to get a comprehensive picture of the changing consumer decision journey.”

To make this happen and reconnect with your customer, you need to engage a third-party expert to help you implement a formal process that includes:

  • Redefining what your ideal customers look like
  • Building a list of existing customers and prospects that fit that profile
  • Shaping intentional discovery questions
  • Conducting one-on-one, in-depth discovery interviews with those customers

Once that discovery process is complete, your partner can help you craft new messaging that more clearly aligns your corporate story with current customer requirements. The anchors of your new story should take the form of a Messaging Architecture that includes your:

  • Purpose
  • Mission and Vision
  • Positioning
  • Key Points of Difference
  • Value Proposition

With a more meaningful and relevant Messaging Architecture in place, you must ensure everyone is sharing the same story. This will require formal education and training programs, new sales enablement tools and demand generation programs that are used to fuel growth. You can’t afford to share a story that no longer resonates with your customers’ current mindset. It is time to put these strategic initiatives into motion.

At OnMessage, we help leadership teams capture the true, authentic voice of their customer and translate those insights into clear, compelling and consistent messaging that resonates with buyers. Speak to one of our experts to learn how we can help your business today.

That’s Your OnMessage Minute.