Recently I was pinged on LinkedIn by a friend who sent out a request for feedback on his business coaching service. He calls himself the Message Fixer, his thing is Messaging and his motto is, “Change the Message, Change the World.”
That got me to thinking about messaging in the larger context of business communications and content publishing more broadly.
Messaging is typically driven by a company’s brand (we’re not talking about messaging services like WhatsApp). There’s more to messaging than meets the eye. And that is in the larger context.
First, I highly recommend the book Play Bigger. The book is about the discipline of Category Design. You can also go to the site playbigger.com
You will read in the book (and probably see on the site) that messaging is an extension of a Point of View.
My friend calls it Messaging. Consider this: Language changes the way people perceive the thing they are looking at. It’s more fundamental than Messaging.
I’m quoting here below from a mini-ebook titled, Become Known for a Niche You Own. It happens to be penned by a group called Category Pirates that partly arose out of the PLAY BIGGER author team.
“Netflix is a legendary example. Their Point of View is that you should be able to watch anything you want, whenever you want. That’s the frame of the problem.
They then named and claimed the solution to that problem: Streaming. But what Netflix also did was also frame and name and claim the old category experience and they did so in a way that was functionally accurate and simultaneously spelled out the problem immediately for customers — what they called appointment viewing. . .
. . . The language people used back then, when asking their friends and family about a new TV show was when is it on? This phrase, this language, “When is it on?” no longer exists. Today we don’t ask, “When is it on?” The new category overtook the old category, which means new language replaces the old language. Now we ask, “What is it on, Netflix, Disney plus, Peacock, Hulu?” Whoever names and frames the problem claims the language and in essence, it’s the POV and the language you use to reflect that POV that makes your messaging inspire customers to take action — not the other way around, in marketing, branding, product descriptions etc. . . “
In the case of Inara, my startup, our Point of View is that you only pay for the content you consume. One screen display at a time. Content Creators and Publishers offer content to consumers for their choice.
Old category: Pay-walled Content—content sales and subscription. “How much is this entire publication?”
New category: Content choice and payment–The Content Choice Economy. “I want this specific content and I will just pay for that.”
So…..Point of View > Languaging > Messaging. I would say that Messaging is more of a general and multi-channel output that sources the Languaging you generate from the Point of View. Really key here: Languaging is what people out there latch onto and use when talking about your company in their networks. Word of Mouth. Messaging stimulates that response on an ongoing basis. It’s the simple Languaging phraseology that gets people talking.