I met Jess Sato of Jess Sato Consulting when she spoke to a networking group that I am a part of about your big idea. Jess has a heart of gold, and speaks with both honesty and integrity. Jess is passionate about helping women globally use their unique skills, expertise, and voice to create opportunities for themselves and others through entrepreneurship. She does this by equipping and empowering female founders to grow profitable, impact-driven businesses that create positive social change. She is the founder of Jessica Sato Consulting, an award-winning large group facilitator, and a TEDx speaker coach. Jess inspires me every time we have a conversation, and she is truly a businesswoman I am grateful to be connected with- which is why I asked her to guest blog for all of you. Keep scrolling to read about How To Attract Clients With A Multi-Layered Messaging Strategy.
Standing out in a sea of competition can be tough. In a recent blog, I talked about how you can use your big idea to boost your messaging strategy, and this week I want to dig into how your messaging strategy can play a vital role in differentiating you from others in the market.
Messaging is how you communicate what you do, why you do it, and how you do it differently. However, having a one-dimensional message may not be enough to capture the attention of your audience. That's where having a multi-layered messaging strategy comes in. In this week’s blog, we'll explore three different layers of messaging, why they’re important, and what happens when you’re missing one, so you can build a powerful messaging strategy for your own business.
Layer 1: Your Foundational Messaging
Your foundational messaging is the basic information about your business that people need to know – who you are, what you do, and who you serve. Hands down, this is the most common thing people share at networking events when they get their 60-second introduction spot.
This layer of messaging gives your audience an idea of what you offer and why they should care. Your foundational messaging is something that should be clear, concise, and easy to understand. It should cover the most important points about your business and make it easy for potential customers or clients to decide if they want to learn more.
This information on its own, though, isn’t all that compelling, and it rarely captures the heart of your potential clients.
Layer 2: The Impact Of Your Business
Your impact messaging is where you start to set yourself apart from others in your industry, and I would argue, it’s probably the most powerful part of this process.
This layer of messaging delves into your why – why you do what you do, your mission, and the value you bring to your clients or customers. This layer is all about the story behind your business and the transformation you hope your work brings to the world, and it allows you to connect with your audience on a deeper level. This is where the values alignment that is becoming so crucially important starts to shine through.
In fact, according to an Accenture study, nearly two-thirds (63%) of surveyed global consumers prefer to buy from companies that are aligned with their beliefs. Further, among consumers, 62% want companies to take a stand on social, cultural, environmental and political issues.
When you share your desired impact and why you care about it, you show your audience that you’re about more than just making a profit – you care about making a difference.
Layer 3: The Fun Stuff about You as the Owner
The final layer of messaging is the fun stuff about you and your team. For solorpreneurs, especially, this layer is all about injecting personality into your messaging so that people can get to know you on a personal level. A while back, I wrote an article about how my love for boybands and Harry Styles helped me grow my business.
When people feel connected to you as a person, they're more likely to want to do business with you. This layer of messaging is where you can share your interests, your background, and anything else that makes you unique. The key is to be authentic and not to force anything – your true personality should shine through in your messaging.
So, what does this look like practically? Here's what I'd say about Jessica Sato Consulting:
Layer 1: At Jessica Sato Consulting, we specialize in equipping and supporting female founders to create social change through entrepreneurship. We believe that your business can - and should - allow you to thrive personally and professionally by balancing both purpose and profit, and the easiest way to do that is with a robust business strategy, an aligned team, strong operations, and a clear messaging and visibility plan.
Layer 2: Our passion for women's entrepreneurship isn't driven solely by business. After growing up in the Middle East and spaces where women weren't always free to contribute fully, Jess Sato saw what happens when voices are suppressed. We know that when women run businesses, taking full advantage of their unique skills, talent, and voice, communities thrive. We are facing unprecedented challenges globally, and women's entrepreneurship can powerfully address some of those challenges, creating a more just, connected, and compassionate world.
Layer 3: Jess is a long-time boyband enthusiast, with a particular soft spot for Harry Styles. This love for music brings an energetic rhythm to her work - it's not unusual to find her orchestrating strategy sessions to the beat of "Watermelon Sugar." She’s got quirky food habits, including a strong dislike for watermelon (ironic, right?) and hot fruit. Her love for travel and outdoor adventure keeps her agile and open-minded, always ready to step out of her comfort zone. Whether it's navigating a foreign city or scaling a steep hiking trail, she’s consistently challenged to think on her feet, adapt, and overcome obstacles - skills that are directly connected to her work supporting female founders. All these unique traits and experiences equip her in a distinctive way to serve women who are eager to create an impact, combining purpose, profit, and a pinch of fun in their entrepreneurship journey.
Do you see how that all came together to give you a deeper, more robust picture of what we stand for, what our business is all about, and more importantly, how we made it human? That’s the power of a multi-layered messaging strategy.
What Happens When One of These Layers Is Missing?
If you're missing one of these layers of messaging, you may be missing out on potential customers or clients.
If you only have your foundational messaging, people may not see what sets you apart from others in your industry.
If you're missing your impact messaging, people may not connect with you on an emotional level and may not feel like they can trust you.
If you never share the fun stuff about you as the owner, people may not feel like they know you well enough to want to do business with you.
When you combine all three layers of messaging, you create a complete and compelling message that not only captures people's attention but also builds trust and connection with your audience.
If you feel like one of these layers is missing from your messaging, take some time to evaluate the gap. Ask yourself if you're effectively communicating what your business is really all about, or sharing your unique traits, experiences, and/or passions in a way that resonates with your audience. Ask your personal board of directors, a mentor, or better yet, some of your favorite clients to get a fresh perspective on how your messaging comes across.
Remember, the more authentic and genuine you are in sharing all aspects of yourself, the more likely you’ll attract and connect with potential clients who align with your values and mission. So, don't be afraid to embrace all layers of your messaging and showcase what makes you stand out as a purpose-driven founder. By doing so, you'll not only attract the right people but also create a meaningful impact through your business.
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Jess Sato is passionate about helping women globally use their unique skills, expertise, and voice to create opportunities for themselves and others through entrepreneurship. She does this by equipping and empowering female founders to grow profitable, impact-driven businesses that create positive social change. She is the founder of Jessica Sato Consulting, an award-winning large group facilitator, and a TEDx speaker coach.
She speaks and writes on the following topics: Impact Driven Business MissionDriven FemaleFounders BusinessStrategy TEDx
You can learn more about how she supports purpose-driven entrepreneurs and small businesses as they grow and scale atwww.jessicasato.com or by subscribing to her private podcast -Purpose + Profit.