I’m all for transparency. Transparency, unless we’re talking about David Lee Roth’s stagewear circa 1984, is a good thing: it’s a linchpin of trust and communication, and you know that at some point somewhere, no matter how many scary-looking, spiky charts the company accountant shows you, it all boils down to trust and communication.
Still, some secrets are worth keeping. Superheroes from Clark Kent to Jessica Jones keep their identities secret so that they can be left alone to save the world in peace. My mother believed that a woman should neither put on or take off her girdle in front of her husband. And me? I believe that every business, before it grabs the shiny new thing – whether it’s story, or content, or marketing communications, should have a secret message.
A secret message combines elements of your business’s core values and strategy and stands above everything you do and communicate, informing your actions and communications directly. It is a guiding principle that helps you make every decision, and helps you construct and send every message. Without it, everything you say will either fall flat, or fall in a heap when you or your business is tested.
When you keep your secret message front and foremost, it gives you precise focus, and directly influences everything you do and say, and how you do and say it.
It’s for your eyes only; not your customers’ or clients’. Why? Because first and foremost, they won’t care. All they care about is the results. This is exactly as it should be, and also good for you because of the second reason: your secret message doesn’t have to be pretty.
I have seen, time and time again, businesses get stuck on a public message, tagline, or vision/mission statement. I’m talking months here (the maximum so far is 18 of them)! Everything is in suspended animation until they get their message just so. They imagine dire consequences if they don’t megaphone exactly what they’re about to the world in the exact right words.
But it’s simply not true. With a secret, internal message guiding your decisions and communications, your clients and customers will get the message of what you’re about loud and clear.
And without it? That’s shaky ground, right there, no matter how good you are at expressing yourself. Where is your focus coming from? How are your clients and customers supposed to read your words and actions? The pretty stories you tell – what are they actually for? What is keeping your words congruent with your values?
It’s not worth skipping your secret message, particularly when it’s so quick and easy to put one together.
Your secret message is made up of three simple things:
When you’re talking people, you’re talking about you and your team, and your clients or customers. Who are you all? Define everyone, but not too specifically: you want to leave room for creativity and the vagaries of the market.
Next is your practice. Here you need to define not only what it is that you do, but also what your clients or customers think that you do for them. It’s vital that you are able to see your practice from their point of view as well.
Finally, let’s talk why. Why do you do what you do? And also, importantly, why do your clients or customers come to you?
You can put it together in a few sentences, or in – forsooth! – dot points. It doesn’t need to be pretty, just practical.
We’re a bunch of programmers and assorted IT geeks who work for decision makers in the freight transport industry. We provide them with software that logs and tracks freight. It makes freighting a lot more efficient, and saves them time and money. We do this because we care about the impact of freight transport on the environment; the more efficient it is, the less impact it has. Also, we think trains and trucks are cool. Clients come to us because we’re reliable and available 24 hours a day, and there’s nothing we won’t do to make freight as efficient as it can be.
And that’s it. You can see how a secret message like this can impact all your messaging, whether it’s in the form of marketing, or internal or external communications, and in fact, any decision you make. Crucially, it also allows you to see where your goals and your clients’ or customers’ intersect. This makes for better communications, and better business. And that’s no secret.