Messaging is the equivalent of defining. And when you define something you put a limit to it.
If I say tree, everybody understands what I am talking about, but at the same time everybody will have their own image of a tree in their mind.
If I say birch, fewer people will understand what I am talking about, but those who do will have a clear image in their mind.
If I say betula pendula, most people will not understand what I am talking about, but the very few who do will have a very powerful image in their mind, and a very strong connection with me.
Messaging is ineffective for many products because the limit is pushed further and further and further again, until the message itself loses any power to define what the product actually is. And for the fear of losing opportunities and market shares, all you end up selling is trees. Just like anybody else.
If your work involves some messaging, remember that your goal is to limit, not to expand. You can have different messages for different people and for different channels, but each one of them needs to be limited in order to resonate and actually mean something.
The alternative is drowning in an ocean of sameness.