Messaging comes before marketing. An authentic perspective.

A header graphic with a blue background and a white centered title that reads T Messaging comes before marketing. An authentic perspective. To the left side is an image of Loren Weisman, to the right of the text is the Wait What Really OK Logo as well as the Fish Stewarding Group Logo. On the bottom of the image reads the text "Loren Weisman: A brand messaging strategist with ten social media icons below it.

Messaging comes before marketing. An authentic perspective on the impact and the results of creating brand messaging as a first step. S7.E6.N119 of Wait What Really OK.

Messaging comes before marketing

Yes, marketing does involves messaging.

At the same time, my view is that many less than moral or ethical marketing organizations will run with a service, product or business and bring that client to the public prior to the foundational messaging being in place.

Messaging comes before marketing purple graphic for the Wait What Really OK Podcast Episode

Of course, messaging will shift, move and motion…

but in my experiences, I see both small and large organizations save a fortune when they can work from a messaging palette that is not just pretty words that hit the intention of the client and the marketing company, but also taking into consideration…


and more.
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The way many of the less than moral marketing types run to hype, pressure, spam and quickly shifting the message campaign by campaign, it ends up hurting the brands message, identity and validity.

On the other hand, Ive watched marketers, marketing companies and PR agencies have an easier time being able to reach further at a faster tempo and a reduced cost.

And it is not about making the marketer less money, but allowing them to make more for their efforts and marketing strategies when the foundation is there.

I feel there are some marketers that understand the aspects of messaging, but a smaller number as a whole.

“Where is the authority and authenticity in plagiarizing someone else’s authority and authenticity?”

Messaging comes before…

Still, it seems like so many are out there screaming from the mountain tops about how they will create popularity, opportunity and awareness, yet they throw expensive darts at a board or use unrelated metrics and templates to explain what needs to be done with out really having a complete understanding of what they are saying.
Messaging comes before marketing blog graphic with a purple background of a poster with the Messaging before marketing podcast cover.Then many position themselves to take no liability for their spending and their campaigns that were built on the hippest trend that might have no direct relation or application to the specific client.

On that same note, many of them push a messaging to telling people what they need, what they want and what they must have. This is neither good marketing or messaging. Watch out for that.

“No one has a right to tell you what you want, what you need, or what you must have.”

Also something to keep an eye out for
and in many cases, even worse…

the “I had all these big campaigns that worked 10, 20, 30 years ago” and the ever famous “Here is an example of an amazingly successful campaign I did” but that campaign had a budget ten times the size of the person they are pitching and a completely different product.

A quote graphic of willow tree in the background on a cloudy and foggy day. In the center is a blue circle with and FSG logo watermark and a quote in white text that is credited to Loren Weisman in a small font on the bottom and in the center reads “No one has a right to tell you what you want, what you need, or what you must have.”
“No one has a right to tell you what you want, what you need, or what you must have.”

This has been a bit of a rant, and I am not saying it is every marketer or PR group. Still, I have a large issue with the lack of morals, ethics, integrity and professionalism of many in that profession.

That is why I have come to the perspective of
Messaging before Marketing.

As you choose what to listen to, be sure that in the middle of the opinions you consider, that the amplified authentic opinions and the ones that can back up their claims with proof are ones to consider a little more than the rest.

In the array of intelligence to consider, keep in mind the array of those that are messaging for popularity over authority in their hype to get you spend money to market with them.

As you take the steps that are best for you, consider allowing the footing underneath you to be secure and stable in a foundation of strong and clear messaging that will allow for easier marketing and amplification of who you are in order to stand out from so many others.

Root and build that message with your story, your authority and your authenticity. When that base is in place, all content, all ads, all marketing and all PR will have a foundation and anchor to connect and convert interest.

Messaging before marketing to create a sound foundation podcast cover for Wait What Really OK

S7.E6.N119 Messaging before marketing to create a sound foundation. Available on Pandora here.
Pandora link to Podcast

Loren Weisman is a messaging and optics strategist for The Fish Stewarding Group.
Weisman is also the host of the FSG brand messaging podcast; Wait What Really OK.
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Opening Theme Song Credit
What Really Ok Theme Song” by RKVC.
Copyright 2016 eMbloh Music (ASCAP)/ Cienzo Music (BMI).
Administered by Ass Backwards Music (ASCAP)/Bass Ackwards Music (BMI)
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And the closing Theme Song Credit:
“News and Information Podcast Percussion Outro” by Doug Hinrichs.
Copyright 2016 Dig And Be Dug Music (BMI).
Administered by Bass Ackwards Music (BMI).
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Messaging comes before marketing. An authentic perspective.
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Messaging comes before marketing. An authentic perspective.
About FSG Messaging and Optics Strategist Loren Weisman 59 Articles
Loren Weisman is a Messaging and Optics Strategist for the Fish Stewarding Group (FSG). Weisman keeps a foundational focus on the communication, connotations, engagement, compliance and stability of each brand, persona or product. Fish Stewarding Group is bearing the weight of messaging, strategy, finance and development by coming along side. FSG is stewarding strategic solutions by only building authoritative businesses with authentically sound people. FSG also includes the divisions of FSG Development, FSG Messaging and Optics, FSG Equipping and Learning Centers, Liberating Water Directive and FSG Africa.