Why most messaging advice doesn't work for growing SMEs (and what to do instead)
- sarahelliswrite
- May 28
- 5 min read
Updated: Jul 16
If you're a growing SME, chances are you've searched for DIY messaging or content strategy advice online and thought:
"Hmm, this isn't quite right for us."
You're not wrong.
That's because most of the advice out there was written with startups in mind, not scaling brands.
And if you're a growing SME, your messaging needs are wildly different.
What's with all the startup stuff?
One reason generic advice dominates is that the noise online is often produced by early-stage founders and consumed by other early-stage founders! They're usually the most visible, the most vocal, and, in many ways, the most online. They're documenting the journey, testing hooks on Twitter (sorry, X), and sharing real-time wins.
They tend to have more time to create content because they're not at your stage (read: slammed and spinning all the plates).
So naturally, a lot of the prevailing messaging frameworks centre around quick pivots, founder-as-brand storytelling, and highly reactive content strategies.
At the other end of the spectrum, enterprise organisations are (mostly) nailing their content marketing due to having in-house expertise and the budget to hire top marketing brains. There doesn't need to be marketing advice online for those folks. So, no one is posting it.
Why generic messaging advice doesn't work for growing SMEs
Most early-stage businesses have little or no audience (and if they do, it's based on a shaky profile at best), no product-market fit, and no real brand history to work from. They often need to build belief in the idea, the product, and the founder.
They're convincing people to take a chance.
The messaging advice for these early-stage businesses is often centred around an experimental phase: testing ideas, pivoting quickly, and shaping their story in real-time. Messaging at that point is flexible, personal, and often MVP-esque by necessity.
You've moved past early experimentation. You've got a team, happy customers, and a business that's expected to keep growing.
You've outgrown startup advice (congrats!).
But if you're not quite ready to enter the world of enterprise strategy, where does that leave you?
You're not starting from zero. You're not 'trying things out.' You might not have an in-house, genius marketing machine to match the likes of Innocent or Ikea, but you are scaling something that already works.
That seismic shift comes with new messaging challenges (that startups don't face):
You're no longer starting out, but your messaging sounds like you are, creating a credibility gap and confusion for higher-calibre prospects.
Long-time clients still expect the old pricing, offers, or scope, so messaging has to re-educate gently, helping those legacy clients understand the value of what you've become without alienating them.
You're the expert, but you're too close to it. That 'curse of knowledge' makes it hard to distil your value into language that resonates with the people who need it.
You've always relied on word-of-mouth, and now you're struggling to speak to a colder audience in a way that feels personal, not pitchy.
Over time, your brand voice became a patchwork. Multiple people, multiple tones. Now you have something that feels inconsistent, diluted, or even contradictory, and it's costing you trust.
You're stuck between being too big to do it all yourself and too small to throw it to a department. That middle ground makes cohesive, consistent messaging hard to sustain.
Startups vs SMEs: Different Stages, Different Strategy
If you're at SME stage, the advice written for startups feels off because it's literally pulling you in the wrong direction. Right now, it's not just about visibility; it's about designing scalable messaging that cuts through the noise, honours your legacy and instils confidence in your brand.
Clarity is your new best friend.
Let's flip that startup stuff on its head and find something that meets you where you are.
Startups are in discovery mode. For messaging, it's playtime. You, on the other hand, have real customers, feedback, testimonials, and hard-earned insight.
Startup advice: Test everything. Keep tweaking your message.
What an SME needs: Build your messaging on proof, not guesswork.
How? Gather and analyse customer feedback, case studies, and testimonials to identify the most resonating core themes. Use these insights to craft messaging highlighting proven results and tangible benefits, not assumptions. It should clearly articulate your strengths, values, and why clients stick around.
Startups can change direction quickly. However, for SMEs, erratic messaging signals instability and damages credibility.
Startup advice: Try a whole new angle or offer when engagement drops.
What an SME needs: Messaging consistent enough to build long-term recognition but flexible enough to adapt to new services, technologies, or audiences.
How? Establish a clear core message and positioning statement that acts as your anchor, then build modular messaging pillars around it for different audiences, services, or channels. That way, your voice stays recognisable while still allowing space to evolve and adapt as your business grows.
Startups run on one voice - the founder's. But as your team grows, messaging needs to scale with it. Without alignment, comms get messy fast.
Startup advice: Let your founder's voice drive the brand.
What an SME needs: Messaging that's documented, shareable, and actionable so anyone on your team can write a landing page, social post, or sales deck without reinventing the wheel (or calling the boss at 10 pm).
How? Create a messaging guide that includes tone of voice, key phrases, proof points, and positioning dos and don'ts.
Startups are in awareness mode. You're in decision-stage mode. You don't need more eyes. You need more right-fit leads, faster sales, and stronger referrals.
Startup advice: Post more behind-the-scenes content. Be personal and vulnerable.
What an SME needs: Messaging that shows what you do and why you're the clear choice in a crowded, noisy market.
How? Focus your messaging on differentiation and decision-stage content. Use case studies, values-based messaging, and specific audience pains/benefits to show why you're the trusted choice, not just the loudest option.
Startups can afford a bit of chaos. You can't. At SME stage, messaging needs to support sales, onboarding, and customer success, not just sit looking pretty on your homepage.
Startup advice: Use AI and fix it later
What an SME needs: Messaging systems and strategic assets that do real work - enable your team, guide your content, and clarify your story across every channel.
How? Develop core messaging assets like a positioning guide, sales copy, and onboarding emails. These should all be underpinned by the same message strategy, so no matter who's speaking, the message stays sharp and aligned across the business.
Startups have one narrator. SMEs have product managers, sales reps, and marketers, each with their own spin. That leads to misalignment and diluted messaging.
Startup advice: Speak from the heart!
What an SME needs: A straightforward central narrative that every team understands and uses so your brand sounds consistent, whether from marketing, sales, or support.
How? Create a central narrative document that everyone can access. Think of it as a simple source of truth that aligns product, sales, marketing, and support. Then, hold messaging check-ins before big launches or content pushes to keep every team moving in the same direction.
So there you have it. That's why most messaging advice doesn't work for growing SMEs (and what to do instead). Growing businesses deserve messaging advice that fits them, not just repackaged startup guides. Your messaging doesn't need disruption if you sit in that muddled-up middle.
It needs evolution—sharp edits, clear language, and messaging that earns its keep.
That's the good stuff.
Ready for messaging that matches the business you’ve built?
Let’s turn your proof, purpose, and personality into content that actually converts.
Get in touch here for strategic storytelling that sells.
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