Why Saying the Right Thing Matters

May 04, 2017

Why Saying the Right Thing Matters

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“Every second, on average, around 6,000 tweets are tweeted on Twitter.” As a content creator, you’re probably adding to the tweets, or at least aiming to create tweet-worthy content. The fact is, your customers have more content at their fingertips than they know what to do with, let alone have the time to read.

Your messaging process needs to be strategic; it’s not enough to just distribute content and hope for the best. Brand messaging is about being heard. Read on and we’ll walk you through strategic ways to cut through the clutter and target the right audiences.

Be heard.

If you don’t already have a goal in mind for what you hope to accomplish with your content, then it’s time to get brainstorming, people. Every part of your message should work to reach that goal. These actions might look like the following:

  • Include a call to action at the end of your message to ask potential customers to purchase or sign up.
  • Inform your audience about an event by including all the details and why potential attendees should go.
  • Create a genuine community-outreach program and publicize it in order to improve community relations and employee involvement.

As you create this strategic messaging, you need to identify your brand voice. Using a consistent voice streamlines your content, looks professional, and connects more meaningfully with your audience. You might choose a sassy but successful approach like Wendy’s, or a simple, motivating voice like Nike. Take your time to find a voice all your own.

Hinge Marketing offers some good questions to ask to make sure your strategy is on point before you hit “post”:

  • Does your core brand message offer anything different from your competitors?
  • Are your messages simple, easy to understand, and compelling?
  • Do your messages reflect reality? Brand messages must be based in reality to be believed. A little aspiration is okay, so long as you are moving in that direction and the claim is plausible.
  • Do your messages resonate with your target audience? Do they say anything interesting?

Cut through the clutter.

You might be smooth with the knife in the kitchen, but how good are you at slicing through content clutter? Consider this: 91 percent of retail brands use two or more social media channels. In other words, your brand voice is going to drown if you don’t add the following strategies:

SEO and Keyword Strategy

Using SEO tactics and keywords within your content will help it be visible, relevant, and easy to find. Social media monitoring is a great tactic for identifying keywords and related content to link to within your content. If you don’t consider yourself an SEO wizard, then try reading up here for a few beginner suggestions.

Engaging formats

Want to stand out? Do content differently. But first, make sure whatever you’re doing is aesthetically pleasing, whether that’s adding high quality stock images to a blog post or creating a streamlined Instagram grid. Then think about how you can take your content to the next level. Incorporate a fun quiz for your readers, make your own videos, take your product to new places and write about it—whatever it takes. With good-looking content, your brand will stay fresh, clean, and relevant.


To make resonating content, you need a focused mindset. Choose a few topics to center your messages around (seasonal, campaign-oriented, feature stories, etc.) and focus on making those high in quality. As resonates.com says, “Don’t try to be all things to all men, it will just weaken your overall message and increase the risk of you getting lost amongst competitor messaging. Just consider which of your strengths will resonate most strongly with your target audience, and go from there.”

Send your message to the right audience—not to everyone.

The temptation to spam an audience is like the temptation to eat chocolate at midnight: it sounds good, but it’s not worth it. On the one hand, messaging overlap is okay and can be helpful. Some target audiences may fit multiple segments, and repeating a message can help drive home the message of a campaign. However, spamming irrelevant audiences or posting too frequently can turn off an audience faster than you can work off that chocolate bar.

It’s far more effective and efficient to target the self-interests of your target customers or audience.Evaluate how competitors are sharing their messaging. Monitor the people that matter: get to know them, where they’re located, what they like, what your product or service means to them, and what kind of messaging they respond to.  Collect data on what kind of content of yours they engage with. Then make more similar content which will appeal to them.

Saying the right thing matters, and with a few tips and tricks up your sleeve, you’ll be reaching the right people in no time. With a clear brand voice and a solid content strategy, cutting through the clutter will be no problem.

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