Presentation is entitled “Mind your Messaging” by Olwen Dawe from Irish Business Intelligence

1. Mind Your Message!
Olwen Dawe, Irish Business Intelligence
www.irishbusinessintelligence.com Is your business sending the right
message?

2. A bit about me…
Business Partner to SMEs, focusing on developing businesses through:
•Hands-on, practical support and advice driving businesses forward
through;
•Enhanced business models & business strategy;
•Strategic planning advice & tactical communications methods.
•Average pipeline growth x 2 – 3.
Coach & Mentor to Start-Ups;
Project Manager & Advisor to Enterprise Agencies [such as Leader /
Westbic].
www.irishbusinessintelligence.com Is your business sending the right
message?

3. When you think of messaging, what
do you think of?
Marketing?
Communications systems?
HRM?
PR?
Internal communications?
Sales?
www.irishbusinessintelligence.com Is your business sending the right
message?

4. OK – it’s actually…
… something that appears in a lot of
places in our businesses…
The term itself is utilised in marketing –
however messaging, itself ‘crops up’ a
lot…
Starting in our business strategy
For me, it’s part of your philosophy in business…
striving for clarity in every way.
www.irishbusinessintelligence.com Is your business sending the right
message?

5. SO…
When we start up in business, we develop
a service or product for market, which has
a set of values attached to it – focused on:
Customers + Competition + Market Position
and
Goals + Vision + Mission + Planning
www.irishbusinessintelligence.com Is your business sending the right
message?

6. The important bit!
What we really need to establish when
we set up and grow, is whether our
message is clear to those who need to
hear it most.
That’s what I am going to talk to you
about tonight.
www.irishbusinessintelligence.com Is your business sending the right
message?

7. Oh! And before I go on…
Other places messaging pops up over
time as we develop?
Policies & Procedures
Norms / Culture
Growth Strategy
HRM
www.irishbusinessintelligence.com Is your business sending the right
message?

8. So… what is messaging about?
Messsaging is the implied or inferred ‘messages’ a
business sends to its customers – internally and externally.
WE’RE TALKING EXTERNAL…
It focuses on informing clearly the value proposition of the
business, product or service – the what, how and why.
It educates individuals on the merits, outcomes and
benefits of the product or service.
It is a key part of the sales transaction process – attracting and
informing the customer.
www.irishbusinessintelligence.com Is your business sending the right
message?

9. So… what is messaging about?
Your messaging allows you to efficiently communicate:
USP & Value Proposition: how am I going to provide you
with the outcomes you want [remember: customers buy
outcomes]
Features & Benefits: what it is that makes your product or
service special [be compelling!]
REMEMBER: focus on your NOSE [Needs,
Outcomes, Solutions & Evidence]
www.irishbusinessintelligence.com Is your business sending the right
message?

10. So, how does this link to business
strategy & planning?
Show of hands… who has a LIVING business
plan?!!
www.irishbusinessintelligence.com Is your business sending the right
message?

11. It’s all about strategy…
I’m only too aware that not everyone sees the value of having
one – HOWEVER – they are extremely important… WHY?
Because having a business plan / business strategy provides
you with a roadmap for development and measurement of
success and growth…
Back to the messaging…
Part of understanding your business is understanding your
message. SO, when you’re in planning mode, you are
evaluating your message.
www.irishbusinessintelligence.com Is your business sending the right
message?

12. Let’s make this simple…
Are you articulating a clear, succinct and relevant
message to your customer?
You need to check.
Are you communicating or targeting the right
customer?
Do you know your customer well? Who is he/she or
who are they?
www.irishbusinessintelligence.com Is your business sending the right
message?

13. Step-by-step…
The messaging ‘temperature check’…
• What is our strategy? Who do we want to be?
• Who is our customer? Are we sure we’re right?
• Do we have the market we think we have? How
do we know?
• Is our productisation or ‘packaging’ right? Are we
delivering our customers’ needs in the way they
want them?
www.irishbusinessintelligence.com Is your business sending the right
message?

14. Step-by-step…
… and most importantly… the meat in the sandwich!
Do we have a compelling value proposition?
www.irishbusinessintelligence.com Is your business sending the right
message?

15. Huh?
A summation of the what, how and when – in a
snappy, short manner?
Try to set yourself apart by innovating and adding
features and benefits not already available in the
market.
www.irishbusinessintelligence.com Is your business sending the right
message?

16. Take a few moments…
What is different or compelling
about YOUR product or
service?
www.irishbusinessintelligence.com Is your business sending the right
message?

17. Another good messaging tool?
Positioning.
How do you want to be seen? Expert? Thought
leader? Traditional, reliable company?
All part of your messaging.
www.irishbusinessintelligence.com Is your business sending the right
message?

18. What?
Hands up – who engages in PR activity
as part of their business promotion?
Have you ever thought about the indelible mark it
leaves on your consumers’ memory?
Yes, PR is good to promote new offerings or
deals – it is also a great tool for positioning.
www.irishbusinessintelligence.com Is your business sending the right
message?

19. Talking strategy again?
When we get to grips with business
strategy we look at where we want the
business to be positioned, and how we
want it to be perceived. Don’t
underestimate the power of PR in your
business’s positioning.
www.irishbusinessintelligence.com Is your business sending the right
message?

20. At the speed of light…
We’re returning to your business.
Have you recently thought about how
it’s shaping up versus where you want
it to be?
www.irishbusinessintelligence.com Is your business sending the right
message?

21. Message & Strategy
Can you see how your message could
be causing you a problem?
Let’s talk briefly about what you can do
to make sure YOU have clarity of
purpose and vision, enabling you to
make sure your business is sending the
right message…
www.irishbusinessintelligence.com Is your business sending the right
message?

22. Go back to the start – AS IS & TO BE:
AS IS: Is the business operating at the level I want
it? Are the goals I’ve set out being achieved? Where
are we ‘positioned’?
TO BE: Be bold… what do we want to achieve?
Clients, positioning, finance [income], staff etc.
www.irishbusinessintelligence.com Is your business sending the right
message?

23. The next step?
Identify the gaps… and build the ‘scaffolding’ [e.g.
plan] to achieve your ‘To Be’ goals. Go SMART
[Specific, Measurable, Achievable, Realistic, Timed]!
Don’t be complacent – Plan, Do, Review… every
three months.
www.irishbusinessintelligence.com Is your business sending the right
message?

24. Phew! Joined-up thinking in business…
… means we look at each part of our plan in the
context of the business as a whole… so messaging
and strategy are inextricably linked!
www.irishbusinessintelligence.com Is your business sending the right
message?

25. … and finally…
Remember…
Plan & Purpose: have you got one? Is your
purpose clear?
Message: is it clear?
Review: Ongoing!
www.irishbusinessintelligence.com Is your business sending the right
message?

26. Hope you’re not too dizzy after
that!
www.irishbusinessintelligence.com Is your business sending the right
message?

27. Thank you for your time!
@OlwenIBI Facebook.com Olwen Dawe
/OlwenIBI
www.irishbusinessintelligence.com
www.olwendawe.com
www.irishbusinessintelligence.com Is your business sending the right
message?