Just hopped off a call with a non-profit organization struggling with tightening their message.
They hope to secure funding for a very cool new project but… they’re lost on how to explain their core concept in a way that lands deeply with their audience and builds authority.
Frankly, they called me because they’re all over the map with a murky and confused proposal.
That the awesome project would never get off the ground… because of poor language choices and a lack of understanding by their core audience… (and no funding 💵 as a result).
I’d say that’s a good reason to worry.
🔬To gain clarity, we started with nailing their core concept, the problem they REALLY solved and signature message.
🔬We also created a revamped project name that aligns with the concept. (Every time someone hears the name, they know exactly what it means).
🔬Along the way, I put my “journalism hat” on and discovered some gaps in messaging — things that stir up questions and needed to be answered.
Sometimes, organizations assume that potential stakeholders will voluntarily TELL them what’s off, what’s missing in their message… and ultimately why they declined the proposal.
But that’s not true.
Often times, it’s crickets….
You just won’t secure the funding, frustration kicks in and that’s that.
On to the next…. sigh.
💡So What you can do?
Start watching who DOES win.
♻️How clear is their message?
♻️What’s their story?
♻️Don’t just focus on understanding their message.
Think about it this way: Can you misunderstand them?
Also, create a working document where you can get ongoing feedback from outside eyes.
New perspective. Fresh insight.
*Too many* organizations race forward without nailing the messaging first.
Unfortunately, in this day and age, language is not always viewed as a top priority.
It falls below the shiny brand colors, fancy packets, pricy funnels and designer business logos.
Nothing wrong with those ^^^
Except it doesn’t matter, if no one cares about the message.