The 5 Key Messages You Need For Your Daily Visibility Content Strategy

messaging Aug 02, 2021
key messages for content strategy



Today we’re going to be talking about the five key messages you need in your visibility plan.  You may not be familiar with all of these, so I encourage you to read on!

When people talk about visibility, it can feel like an overarching, complicated, overwhelming topic, right? Because it can mean so many things. It can mean marketing, your social media plan, your email marketing; it can mean your different appearances, just all kinds of things.

What I wanted to talk about today are the five key messages that you need to have in your arsenal that really bleed out into any visibility plan that you can create. These are some time-tested techniques that I've built over the past couple of years, and I think that it might really help you, no matter where you're at in your business journey. If you're first starting out, this is going to give you some great resources to have a firm foundation. If you've been doing this a while but are still kind of struggling, feeling like you're in a lifeboat on the ocean without a rudder or an engine, then this might be really helpful for you to get a little bit of clarity and be able to pivot some of your planning





So the first message that you want to have in place is, you guessed it, your mission statement. This is one sentence encapsulating who you are, who you serve, the results you get them, and your offering. This is something that you're going to need for every part of your business, your social media accounts, your press page, your website, every offer page that you have, in your pitch plan, in whatever you get featured. I use it everywhere.

And I remember way back in the day, I got on this clarity call and she said, “Okay, so let's give clarity to who you are and what you do.” I remember going on this long-winded, ridiculous thing, and she was like, "That took way too long to explain." And she was absolutely right. It took me time to figure out this formula, which I will give you right now. So grab your pen and paper, because even if you think you have your one liner, chances are this one is going to blow it out of the water.

So here's the sentence: I'm a TITLE, who helps IDEAL CLIENT (RESULT) through SIGNATURE OFFERING.  This is hard to perfect. My students struggle every week. They're like, Well, how about this? Nope, this is too long. We have to cut it down. So if you're thinking, okay, Michelle, maybe I'm going give this a go. Maybe not, but what is a good example of a mission statement? I'm going to read you mine right now:

I'm a visibility expert who specializes in helping floundering brands identify their unique brand color, inject meaning into their messaging, and attract their dream customers through my signature color course.

And you may say, Michelle, but you do more than that. You talk about visibility, you talk about publicity, blah, blah, blah.

I'm very much aware, but I can tweak my mission statement if I need to - if I'm talking about visibility or whatever. For the most part, I focus on the first step of the journey I'm going to be taking my ideal client on which is color psychology.

So give this a couple of tries.  It’s going to take you at least four or five drafts to really perfect this. But I find that this is the way to start with your visibility plan, having a mission statement in place that you feel clear about, that can be your one sentence introduction wherever you go, is incredibly key. So keep that in mind as we move forward into number two, which is your belief statement.


I don't see enough brands doing this, and I think that it's really a disservice - especially now we are in saturated markets, right? It's not 1995 anymore. We have so much going on, so many competitors, and the thing that can really differentiate us isn't just what we do.  We did that a little with the mission statement but still we're in a what they call a “red ocean”, right? A belief statement goes even deeper into what you believe and what you want to see change in the world.

This can be incredibly powerful, and this is the process I take every Visibility Lounge member through because it's important to know not just the immediate why of why you're doing this, which could be family, finances, circumstances, wanting to retire your spouse, whatever it may be. But going even bigger, what are you going to do with your revenue to help support change in the planet?

We're all born with that specific twinge of what really breaks our heart with what's happening in the world. I would like to think that we all are brought into being entrepreneurs to actually see those changes. So for me, it's Samaritan's Purse.  Here's a card they sent me for last month's donation. I really love what they do in the world, and so this is where 10% of my paycheck goes. And it doesn't have to be 10% - if you're saying, well, I'm not making enough recurring revenue in my business yet - $1, we can all give $1, right?  So start small; work your way up.

With this belief statement, all you're going to do is write down what you think is different about how you were created, what's on your heart to change in the world, and where you plan to give to help enact that change. How powerful! If you can put it into a social media post, share it. People want to know your heart, and they want to know why you're different. I found that your belief statement does a beautiful job.


The third key message that you need in your visibility plan is a hero story. People need to know where you came from and what made you get into this industry. If I said, oh, I was an actress and I was successful, and then I got into visibility, who's going to give a crap, right? No one's going to care because they're going to think I’m so unrelatable. But if I talk about how I had such visibility blockages, because of injuries in my childhood, that I became a stand-in. I was in front of the camera, but not when it was actually recording, and that programmed my subconscious to hide and not be seen. Then you're going like, oh, that's interesting. I can relate to bullying, I can relate to not wanting to step out there, I can relate to not wanting to be seen. I'm positioning my story in a way that people who have similar struggles can relate to it and go, that's the person that I need to coach me out of this, right?

We all have a beautiful hero story. You don't need to go into every single struggle you've ever had, right? This doesn't need to be a telenovela. It just needs to be the pieces that relate to this real visual part of what you do. I find that being able to just take a couple of those key stories can be incredibly powerful to help your audience go, that’s my person.  That's the goal, right? When we talk about visibility plans, we're talking a little bit about messaging. Little tweaks can make the biggest difference in the world.

So I want to take a break here. Hopefully you’re jotting down some notes or keeping a to do list on your phone.  Would you do me a favor? If this is resonating with you, if you're finding these tips helpful, would you take a screenshot of this episode and share it on Instagram? Tag me @visibilityvixen, and let me know what you’re going to enact next in your visibility plan. That would absolutely be incredible. I cannot wait to see them, and I promise I will reply back.  It helps me to know that I'm creating content that is resonating with you and helping you on a weekly basis. So thank you for doing that.


The fourth key message you need in your visibility plan is your value stack. You may be saying, is that really a message? So much clarity comes from your ideal client, knowing exactly what you offer and what those tiers are. You can also call that a value ladder if you want to, but what I want you to do in terms of this being a key message is write down the ascension of where you take your clients, from free to your highest paid offer.

I want you to make that into a visual representation and share that on your website and on your social media. Test this, and see how people respond. Most of the time, people don't understand exactly what we offer. So take another look at your website go, okay, is it clear on the homepage? There are my mission statement, my belief statement, my hero story, and then ask yourself if your offerings are clear. Is it easy for people to buy from me on my social media links? Can someone go directly to that sales page or checkout page? We need to stop making it such a mystery when it comes to how to buy from us. Making these things obvious to your ideal client is the way to enact a really strong visibility plan.


Last but not least, we're going to talk about your brand video. I know I've talked about this before, but it's something I don't want you to forget. A brand video has so much power. It can be put in so many places - social media, your website, YouTube, Pinterest, and even your press page. It is just just such an evergreen resource. It's something you're going to adjust probably every year or two years, but it's such an incredible resource to share. Your brand video encapsulates everything we've been talking about today in a one- to two- minute video.

If you've been putting off the brand video, I'm encouraging you to go out there and start making it now because you're not going to regret it.  You're going to be so relieved when it's done, and it's going to enable you to share in a way you haven't shared before. It's something that you can put on your website. It's something that you can put on social media. It's such a beautiful thing that you can do. What if someone opted into your list, and on the thank you page, they had your brand video? It's that engagement with your ideal client, which is so incredibly key.


So I think I've given you plenty of homework today. This is probably one of the most actionable episodes we've had in terms of me sending you to go and do your homework. I want to encourage you to do that. Please let me know what your biggest takeaways were. I want to keep up with you on your journey. 

If you're ready to go in-depth with these strategies, times one hundred. I want to invite you to join the Visibility Lounge. This is a signature program I have created that will take you through all the aspects of visibility, and enacting an incredible visibility plan, so you can start bringing in traffic, subscribers, and most importantly, revenue. Then once this is in place, you'll be able to move into PR - and we can talk about that later because we've got tons of offerings there as well.





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