Mark | GCMO

Say Something Worth Saying: Messaging That Demands Attention

Say Something Worth Saying: Messaging That Demands Attention

—

by

Mark Gabrielli
in

Say Something Worth Saying: Messaging That Demands Attention | #MarkCMO

Say Something Worth Saying: Messaging That Demands Attention

Say Something Worth Saying: Messaging That Demands Attention

Most brand messaging is a snoozefest. It’s not that marketers don’t know how to write—it’s that they’re afraid to say something real. In a world drowning in content, the only way to stand out is to say something worth saying. This article breaks down how to craft messaging that slices through the noise, earns attention, and actually moves the needle.

Let’s Be Honest: Most Messaging Is Wallpaper

Scroll through LinkedIn, open your inbox, or browse a few websites. What do you see? A parade of safe, sanitized, and utterly forgettable messaging. It’s like everyone’s reading from the same dusty playbook written in 2009.

“We’re passionate about innovation.”

“We help you unlock your potential.”

“We’re customer-obsessed.”

Yawn. These aren’t messages—they’re corporate lullabies. And they’re not just boring; they’re actively hurting your brand. Because if your message doesn’t demand attention, it doesn’t deserve it.

Messaging That Demands Attention Starts With Courage

Here’s the uncomfortable truth: saying something worth saying requires guts. It means taking a stand, having a point of view, and being okay with not pleasing everyone. If your message could be used by any of your competitors, it’s not a message—it’s a placeholder.

Great messaging is:

  • Specific, not generic
  • Bold, not bland
  • Emotive, not robotic
  • Strategic, not just clever

And above all, it’s rooted in truth. Not the kind of truth that gets watered down in a boardroom, but the kind that makes your audience say, “Finally, someone said it.”

The Messaging Framework That Actually Works

Let’s break down a practical framework for crafting messaging that demands attention. I call it the “3D Messaging Model.”

1. Distill the Truth

Start with brutal honesty. What’s the real problem your audience is facing? Not the sanitized version—the raw, unfiltered version. If you can’t name it, you can’t solve it.

Example: Instead of “We help companies improve collaboration,” try “Your team is drowning in Slack messages and still missing deadlines. We fix that.”

2. Differentiate with a POV

What do you believe that your competitors don’t? What’s your take on the industry that others are too scared to say out loud? That’s your edge.

Example: “We don’t believe in ‘best practices.’ We believe in what actually works for your business.”

3. Deliver with Punch

Now package it in a way that hits. Use language that’s sharp, clear, and emotionally resonant. Avoid jargon like it’s a contagious disease (because it is).

Example: “We don’t do ‘solutions.’ We fix real problems with real strategy.”

Case Study: Messaging That Made Millions

Let’s look at a real-world example. When Drift launched their “No Forms” campaign, they didn’t just tweak their messaging—they detonated it. In a world where gated content was gospel, they said, “Screw it. Let’s remove the forms.”

The result? Massive attention, a clear differentiator, and a message that sparked a movement. That’s what happens when you say something worth saying.

Why Most CMOs Get Messaging Wrong

Because they’re playing defense. They’re trying not to offend, not to stand out, not to get fired. But safe messaging is a slow death. It’s the marketing equivalent of beige wallpaper—technically fine, but no one remembers it.

Here’s what bold CMOs do instead:

  • They challenge internal stakeholders to be braver
  • They test bold messaging in small campaigns before scaling
  • They hire writers who can think, not just write
  • They obsess over clarity, not cleverness

Messaging That Demands Attention Isn’t Optional—It’s Survival

In a world where attention is the most valuable currency, your message is either a magnet or a repellent. There is no neutral. If your audience can’t tell what you stand for in five seconds, they’ll move on to someone who can.

“If your message doesn’t make someone feel something, it’s not a message—it’s noise.”

How to Audit Your Messaging Right Now

Want to know if your messaging is working? Run it through this checklist:

  • Could a competitor say the same thing? If yes, rewrite it.
  • Does it make a bold claim or take a stand? If not, add one.
  • Is it written like a human, not a committee? If not, fix the tone.
  • Does it make your team slightly nervous? Good. That means it’s real.

Messaging That Demands Attention: The Future-Proof Strategy

AI is coming for your content. Automation is coming for your workflows. But messaging—the kind that makes people stop, think, and act—that’s still a human game. And it always will be.

If you want to future-proof your brand, start with your message. Make it sharp. Make it bold. Make it worth saying.

Next Steps: Make Your Message Unignorable

Here’s your challenge: Rewrite your homepage headline. Make it punchy, specific, and bold. Then test it. See what happens when you stop playing it safe and start saying something real.

Because in the end, the brands that win aren’t the ones who say the most—they’re

Comments

Leave a Reply

Your email address will not be published. Required fields are marked *