As you go through the disciplined process of formulating your corporate story, you must look for ways to help your audience quickly grasp your level of expertise and the type of experience they can expect as a customer.
Research has uncovered that people do not remember statistics as much as they do stories. However, most research fails to mention that combining statistics and stories can actually help with recall and memorability. That’s why it can be extremely effective to include both quantifiable evidence and stories from real customers in your corporate messaging.
In our business, the management consulting and strategic communications space, this is very important. Why? Because we are selling the invisible (professional services). In this market, it is difficult for prospective clients to grasp our degree of expertise and understand the experience we will deliver without including these two elements within our story.
At OnMessage, we accomplish this through the part of our story that focuses on “earning trust.” Clients must trust OnMessage or any other partner that they choose to tackle strategic communications initiatives on their behalf. In our business, trust is earned by bringing proven expertise to the table. It is also earned by delivering repeatable results over an extended period of time. That’s why we quantify our proven track record of building long-standing, trusted relationships and results using quantifiable evidence such as:
- Trusted Advisor to 100’s of C-Suite Executives
- 500+ B2B Mid-Market and Fortune 1000 Companies Served
- 600+ Strategic Messaging Engagements Delivered
- 250+ Successful Product Messaging/Positioning Platforms Developed
- 75+ Years of Combined M&A Communication & Integration Experience
- 50+ Years of Combined Organizational Communications Expertise
- 16 Years of Consistently Exceeding Client Requirements
These numbers not only reflect our deep and wide expertise, they also help differentiate us from competitors in this space.
Our story would not be complete without including the “voice of the customer.” Or more specifically, quotes and testimonials from our clients. This helps prospective clients understand “what could be” and the type of experience they can expect from our firm. We use “voice of the customer” to reinforce our disciplined approach, the results we deliver and how we make our client contacts heroes within their organizations. Here are just a couple examples …
“OnMessage helped us crystallize a story and strategy that connects with employees and customers. They understand the critical role communications play in the employee and customer experience.” – Toby Purdy, Chief Marketing Officer
“OnMessage has the unique ability to understand the needs of our customers and craft strategic messaging that delivers significant business results.” – Chad Riseling, Vice President of Global Sales
We share this with you to highlight the importance of integrating quantifiable and quotable elements into your corporate story. Does your corporate story quantify expertise? Does it help your target audience understand “what could be” and what it is like to be a customer of yours?
If not, you should invest time and effort to surface and identify how these critical elements can play a role in your story and help you connect in more meaningful ways with buyers.
