#12 - What message are you amplifying?

Today's content is short and sweet. It comes from one word I came across this week that sparked some thoughts in me: amplification.

I find "Amplification" as a concept quite interesting. You take something of a certain size (assuming something small, condensed, isolated) and you expand and multiply it. It gets stronger, louder, and broader.

Isn't what you want for your brand and business to happen?

But here's the thing: Amplification starts from a condensed idea; essentially, it assumes replication. If you don't know what idea that is, what are you amplifying?

If you don't have clarity about your brand, neither will your customers. So it stunts your growth.

If you confuse your customers, you will lose them. People won't spend time trying to figure out what your brand is about.

If you haven't first clarified your mind about who your brand is, why your business exists, and why people should buy from you, marketing will be a tough grind.

Whatever is confusing for you, you will amplify that, and this is what your audience will hear.

Changing how you see your business changes everything.

What message are you amplifying?

How does this question help you?

1. It helps you zoom out and look at the bigger picture.

2. It helps you align your content and communication channels.

3. It helps your brand to be remembered.

Let’s discover your answer by breaking down the question:

Part 1: Amplifying?

• Some people think of marketing as "sales" - the process of selling your product/service. However, marketing alone does not guarantee sales. Marketing is an amplifier.

• If you are unsure about how to communicate your product or brand, your marketing will amplify that confusion, resulting in misaligned content, multiple messages, and complex presentation.

• Think of amplification as the "repetition" of one coherent story throughout your marketing-product-sales ecosystem.

Part 2: What message

• When some people say that marketing is not working for them, marketing is often not the problem, but the message.

• You can think of messaging as the combination of one idea that touches your customer's heart and mind. It's usually connected with your brand's value proposition (See here: what transformation your brand promotes).

• Messaging is not just one sentence made of perfectly crafted copy. Your messaging is the essence of what you want your brand to communicate.

• It's the one idea articulated in a thousand different ways through all your different marketing channels, sales processes, and products.

So the real question we're trying to answer is:

What is the one big idea that your brand is consistently communicating across all channels?

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your business?

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PS2: New here? Read the previous issues of this newsletter here.