OPPORTUNITY LAB
Clear & Consistent Messaging Fuels Referrals & Sales
Challenge
Opportunity Lab helps companies to grow by caring deeply about customers, employees and the communities they serve—a more conscious approach to business. They came to me in the midst of several pivot points to support their goal of growing their impact. One major shift included redistributing their business development efforts from their CEO to a new leader and supporting team. They were also making changes to how they deliver their services.
They wanted to ensure their team understood the base of their business and could communicate it effectively in order to build their network of partners and prospects.
Solution
I led their team through my 4-stage process to clarify their core messages and move them toward their goal.
I hosted a series of listening sessions with the team to uncover two things:
a) What is truly unique about their company and how they operate. Opportunity Lab desires to be a catalyst for change. Their passion for people, problem-solving, and conscious business practices set them apart, but they struggled to present their distinctives clearly.
b) What the team currently knew about their ideal customer. I discovered that their language set centered more on outcomes they were hoping to achieve rather than language their ideal clients would use to describe their felt needs. We needed to flip the focus and put their audience front and center.
We workshopped core benefits and attributes that speak directly to the needs of their prospective partners and customers.
These distinct pillars of abundance, human value, and adaptability now anchor Opportunity Lab’s communication and create consistent and engaging messaging among the business development team.
Equipped with a user-friendly Messaging Guide, their business development team practiced pitching prospective partners and customers linking everything back to their core promise to cultivate resilient and abundant organizations
These trial-and-error sessions helped team members gain clarity and confidence in the new direction. We then mapped out a testing strategy and began testing their new messages and improved the initial ideas with a group stakeholders via roundtable discussion.
The team at Opportunity Lab received 30-days support through Voxer and Zoom calls to ensure the strategic frameworks and refreshed messages we created together really worked out in the real world.
“Erin helped us articulate the things that are unique about our work and get on the same page about how we talk about it.
We had been using words that were so jargony and it was holding us back. Now we’re sharing more focused topics in our newsletters, LinkedIn posts, YouTube videos, and throughout our sales process. It’s easier to help people understand what exactly we do and what our values are.”
LET’S TAKE YOUR BUSINESS TO THE NEXT LEVEL