Yes, marketing involves messaging. At the same time, my view is that many less than moral or ethical marketing organizations will run with a service, product or business and bring that client to the public prior to the foundational messaging being in place.

S7.E6.N119 Messaging before marketing to create a sound foundation is an authentic messaging and methodology perspective on the impact and the results of creating brand messaging as a first step.

Of course, messaging will shift, move and motion, but in my experiences, I have seen both small and large organizations save a fortune when they can work from a messaging palette that is not just pretty words that hit the intention of the client and the marketing company, but also taking into consideration...
Identity,
Integrity,
Oversaturation,
Perceptions,
Connotations,
Comparatives,
Competitive,
Optics,
Temperature,
Timing,
and more.

The way many of the less than moral marketing types run to hype, pressure, spam and quickly shifting the message campaign by campaign, it ends up hurting the brands message, identity and validity.

On the other hand, I’ve watched marketers, marketing companies and PR agencies have an easier time being able to reach further at a faster tempo and a reduced cost.

And it is not about making the marketer less money, but allowing them to make more for their efforts and marketing strategies when the foundation is there.

I feel there are some marketers that understand the aspects of messaging, but a smaller number as a whole.

Still, it seems like so many are out there screaming from the mountain tops about how they will create popularity, opportunity and awareness, yet they throw expensive darts at a board or use unrelated metrics and templates to explain what needs to be done without really having a complete understanding of what they are saying.

Then many position themselves to take no liability for their spending and their campaigns that were built on the hippest trend that might have no direct relation or application to the specific client.

Or worse, the "I had all these big campaigns that worked 10, 20, 30 years ago" and the ever famous "Here is an example of an amazingly successful campaign I did" but that campaign had a budget ten times the size of the person they are pitching and a completely different product.

That is why I have come to the perspective of Messaging before Marketing.

S7.E6.N119 Messaging before marketing to create a sound foundation.


* Loren Weisman is the FSG messaging and optics strategist for the Fish Stewarding Group.*
Weisman is also the host of the FSG messaging and optics podcast; Wait What Really OK. Fish Stewarding Group is bearing the weight of messaging, strategy, finance and development by coming along side. FSG is stewarding strategic solutions by only building authoritative businesses with authentically sound people.
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