One of favorite conversations with brands is the one around table stakes.
By the way, hi. We’re Spirit Animal – and we nerd out over messaging.
If you’re not familiar with the phrase “table stake”, then you’re probably not familiar with poker. A table stake is the lowest barrier to entry. In business, it’s kind of like the “no-duh” aspects of what your customers expect from your brand, product, or service.
Following? Cool. So, this one’s for free. Stop leading with table stake messaging as if it’s any sort of differentiator.
As a marketing agency, we often see brands communicating table stakes like these:
What your potential customers want to know is, like really, how are you different? If you’re not sure where to start, here are few places to explore:
See where we’re going here?
Now, messaging is more than your differentiator. It’s your brand promise. Your elevator pitch. Your pillars. Your reasons to believe... (We’ll nerd out on those, later.) And all of things have a place – in hierarchy, on your website, in your marketing and sales enablement.
A lot of brands need help here, and if you’re one of them, that’s okay. Really. What’s not okay is if you shrug it off and don’t tackle your messaging problems head on. If you have the resources to get clear on this stuff internally, throw some time on your team’s calendar to do a quick messaging audit. Hold yourselves to higher standards and commit to test and learn what truly resonates. Create a strategy for how you’ll optimize your website, marketing, and sales materials to begin working harder for you.
If you can’t do all of those things in-house, that’s what companies like us are here for. One of our favorite things to do with brands is offer them a free messaging audit. We bring subjective and objective feedback to the table – and can work together to create a roadmap for how to optimize your messaging in a measurable way.
Want to take us up on that? Email our business development dude, Matthew – and he’ll get the audit started.
Oh, and want to know what makes us different? Here are some things we’re currently testing right now:
But don't take our word for it. Here's what some of our clients had to say: