I was speaking with a prospect recently about branding and messaging. She told me she needed “A Strong Message.”
I asked her why?
She said her message has been in her head for so long she struggles to articulate it in a meaningful way, which is a very common challenge for experts. You know your area of expertise so well, you gloss over the essence in favor of the “sexy.” The sexy message sounds great in our heads. It's usually chocked full of so much amazing stuff we can't believe others don't “get it.”
Here's the thing about messaging: When you live and breathe your subject every single day, your brain internalizes your knowledge and tells you everyone else knows all the stuff you know.
So we say “sexy” things that make perfect sense to us but means nothing to others. To have a message that makes sense to your audience, you need all four parts of a strong message.