Strategy before messaging: Stop “talking to everyone” and start growing: Shay Prosser

Targeted messaging wins: why “market to everybody = market to nobody” Plateaued growth? Check your vision, strategy, and team empowerment

Episode 274 (Shay is based in Charlotte NC)

In this conversation with Shay Prosser, we explore:

• why strategy must come before messaging

• how interviewing customers sharpens language that resonates

• the danger of “laundry list” offerings and what to say instead

• how clear targeting helps the right people self-select (and others opt out)

• how to set do/don’t-do boundaries so teams deliver consistently

• a simple way to stop scope creep in service businesses

• what makes a business scalable beyond the owner

• how 90-day plans with simple metrics create real momentum

• why rebrands should serve a strategic purpose, not vanity

• how to refine vision so teams can actually execute

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About our guest Shay Prosser:

Shay is fractional chief Marketing and Strategy Officer. She is a founding member of the Birthing of Giants regional cohorts.

She has lived in 10 states plus living abroad.

Learn more about Shay and her services at:

https://north12partners.com/

Connect with Shay:

https://www.linkedin.com/in/shayprosser/

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Key Learning Points:

• strategy precedes messaging: define who you serve, the problem, and the words they use.

• talk to customers first: use their language to shape offers and copy.

• focus beats laundry lists: communicate the problem you solve, not 25 services.

• repel to attract: clear messages signal who is and isn’t a fit.

• internal alignment matters: communicate what you do/don’t do and set boundaries.

• fight scope creep: “today’s exception is tomorrow’s expectation.”

• services must match promises: align sales, delivery, and scope controls.

• build a scalable business: processes and people so the owner can step back.

• use 90-day plans + simple metrics: create momentum and visible wins.

• vision → strategy → execution: clarify the destination, then pick the route.

• rebrand with purpose: positioning, story, and team rollout—not just colors.

• smart change management: communicate the why, who’s involved, and the plan.

• cross-industry practices help: fractional leaders transfer proven playbooks.

• empower the team: owners are often the bottleneck; promote leadership.

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Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.

In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.

 

Your host is George Torok

George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.