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Concept
Messaging
Messaging is the words that carry a position into a buyer's mind. Good messaging is not clever; it is the clearest true thing, held consistently across every surface a buyer touches.
Why it matters
A strong position dies in weak words. Messaging is where strategy meets a real, distracted human's attention, and clarity is the kindness that wins.
Common misconceptions
- That messaging is about sounding impressive. It is about being understood quickly and remembered accurately.
- That every surface needs different words. Consistency is how a message becomes a memory.
How it connects
- PositioningMessaging is a position, spoken.
- PerceptionWords shape perception before reason arrives.
- CredibilityOverclaiming in the message breaks credibility.
Essays exploring it
Books that shaped my thinking
- Building a StoryBrandDonald Miller
- Ogilvy on AdvertisingDavid Ogilvy
Case studies applying it
Real work applying this idea will be linked here.