It's a hard sell to come into a business as an external freelancer and assure the owners and decision makers that I can create their customer messaging better than they can themselves. It's their business after all, who knows it, and their customers, better than they do?
But an external perspective is often missing when everything is done in-house. Assumptions and preconceptions from those deeply embedded in a company will often take precedence over the reality of what customers or prospects are facing, and often the outside voice – the freelancer – can provide that insight.
As an external party, I can truly put myself in your customers shoes and consider what matters – what really matters – to them and the decisions they are making. If the core messaging isn't right, then any sales processes, calls or collateral will likely fall on deaf ears. The same goes for social media and blog content – if it's not crafted on a messaging framework that takes reality into account, then it will likely miss the mark.
Having the right tools and the right people using them can make everything else flow much more smoothly. To demonstrate this, I'm going to use an unusual analogy, but bear with me.
In the early 1970s, an artist by the name of Ralph McQuarrie was approached by a young filmmaker. The filmmaker commissioned the artist to create concept art for a film he was trying to get commissioned. The film was unlike anything ever made before, and was struggling to get greenlit. The concept was so far-fetched that Ralph didn't think it would ever get made and so he didn't feel the need to set his concepts within the bounds of what was conventionally possible.
He went on to create a set of concept art that was so extraordinary, that it perfectly captured the filmmaker's vision. So perfectly in fact that when the film did get picked up and the set designers were struggling, the filmmaker could point at the concept art and say “Do it like this”.
Effectively the filmmaker was struggling to sell the idea without the right messaging – the concept art – but with that in place, designed by Ralph, he was able to sell the script and get the film made. Likewise, with my messaging, your sales pitches, collateral, web copy and blog content will connect with your audience and convert more prospects into customers.
There's a link to the artwork below to illustrate quite how accurate the vision was, and what an impact it had on the finished spectacle, and I think this shows perfectly why having the right team on hand can ensure your business communicates in a way that connects with your customers on a personal level.
The filmmaker's name was George Lucas, and the film was Star Wars.
Here's the link to Ralph McQuarrie's concept art. As you can see, it's not only amazing, but almost identical to the films. George's direction, Ralph's art; perfect companions. Just like your business messaging and my writing, designing a strategy to connect with your audience.
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