How will you explain what makes you great? You've taken a position, so how do you communicate that position to your consumer?
We work with our clients to train them on the language of that message. It's the only way to make sure everyone is looking in the same direction and can stay on message together.
Message training also helps to prepare for what might happen - crises communications. Like insurance we hope you never have to use it, but with good message training you will be ready when it comes up.
When we are coaching clients about staying message, I share my thoughts on how message training evolved. I think that message training goes back all the way to the beginning of time.
Parents are the original message trainers. Think about it. They dictate the message. They take a position and communicate it. Over and over and over again.
There is no room for discussion.
Bedtime is 8pm. Period.
Parents deliver the message with authority. That's what makes their message heard and followed.