3 messaging dos: Be relevant, unique and repetitive

Follow those guidelines to improve your chances of reaching your audience

Either way, it is a lot.

So how can your message stand out?

First, make sure your message is relevant to your audience. If you offer a message like “we are the leader in our field,” you are missing the mark. Who cares? Remember your audience is almost always thinking WIIFM (What’s In It For Me?).

Second, what makes your message unique? A hospital that says “We care about our patients” is okay, but offers up the same line as every other hospital. More effective is one hospital group’s message of what it offers: “Best Care/Best Results.”

Uniqueness must be supported by specifics. Since many hospitals can say the same thing, the supporting point (I call it a positive point) is often what sets an organization apart. The hospital might announce they are in the 100 Best Hospitals list as a support to its main message in a way that sets them apart.

Fulfilling the first and second items above is not enough.