The Pathway to Great Messaging
Great messaging includes all six steps along this pathway.
When someone asks you, “What does your company or organization do?” Will everyone on your team answer the same way?
When people visit your website, see a presentation or follow your social media, are you driving understanding, agreement and action?
Do all of your marketing and communication tools reinforce a consistent story?
Incorporate consistent and meaningful messages by following “The Pathway to Great Messaging.”
Think of great messaging as the DNA of your story. It will be intertwined within every tool.
Regardless of how your messaging is delivered (through the Four-Channel Media Model, the combination of paid, earned, shared or controlled media), it’s essential all of your tools harmonize from the audience perspective. (See Message Orchestration to bring this concept to life).
But that’s usually easier said than done. It all starts with your authentic, sustainable story of excellence told through your content.
Our Pathway shows you the six steps to create great messaging. The first three describe the content of the message; the next three explain the context.
Here are the six steps, in order:
1 – What. Start with the most important facts, features and benefits. In America, we’re really good at “what” messages…we know how to describe the facts.
2 – So, What. Now the recipient asks the all-important question, "Why should I care and (WIIFM) what’s in it for me?” Be specific, concise and clear.
3 – Now, What. Tell the recipient exactly what you want them to think or do. Lead them to create changes in thought or behavior – or both.
4 – Simple. People don’t read much today, and they don’t listen very well, or for very long. Be certain that your message is direct, simple, and easy to understand. Less always beats more.
5 – Recipient-oriented. This is foundational: "It’s not what you want to say; it’s what they need to hear." This is not just a semantic difference; recipient-oriented communications fundamentally changes how you develop and deliver each message.
6 – Everyday Language. Use short sentences. Little words. This is the way people communicate today. When you add lingo, jargon and corporate-speak, you confuse the recipient. No BS.
With an excellent message, you are now ready to tell your story to the people who matter most, to move them to change their attitudes and behaviors.
Onward.