I have to admit, I find the task of message development really stimulating and satisfying. Interestingly 2012 has so far been a big year of message development.
Funny enough, clients often hire us to write their messages, but none in almost 14 years of business, have ever asked us to TEACH them how to message, until last week. We were up for the challenge. Vicki and I had a LOT of fun working with an enthusiastic, engaged group of people on messaging.
But as I got us ready for this, I realized it is one thing to know how to do something, and it is another to then figure out what your magic is that makes it happen, so that you can teach it to others.
After much careful thought we were able to find a way to talk about it that was truly reflective of how we do it at PROVOKE. We were excited to share it, because we KNOW that effective messaging is a challenge for so many people and therefore so many organizations. So, you our awesome readers – get to have a bit of what we developed too. Because, wouldn’t this world be a better place if we were all more effective in our communication?
Where we started is how to even spot a good message, which lead us to identify what makes a message memorable.
Messaging Made Memorable (just do this)
The PROVOKE Method
Succinct (get to the point)
Impose as little time as you can to have another get your point. Be clear, be brief.
Focused (say what?)
Know whom you are talking to and talk to them specifically.
Only one thought/point/concept/fact at a time.
Credible (who says?)
Ensure that your message is believable, truthful.
This can be a result of a trusted source or a salient fact.
Desired (so what?)
It’s not about you, it’s about them. Why should they listen?
Your message needs to provide value to the receiver.
Real (get it?)
The approach must be genuine. Make it tangible, personal/human, conversational.
Feel (it gets me)
To remember, people need to feel it.
Resolve (and so?)
Provide a solution, hope, a call to action.
We (and our group from last week) know that it takes a lot of work to get a memorable message, but hopefully this gives you a frame of reference to get you started. Happy communicating!
