How to develop messages
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This document provides guidance on developing effective messages. It discusses identifying the problem being addressed, limiting messages to two or three key points, using both hard and soft proof to support the messages, and crafting simple and concise language. The document also covers building "message houses" by answering four questions: what's the big picture, what are two or three supporting statements, what is the proof, and what action is wanted from the audience.
How to develop messages
- 1. How to Develop Messages Wednesday 17 December 2014 Breakfast workshop CommunicaCng Europe+ www.communicaCngeu.com
- 4. What problem is this a soluCon to?
- 8. How many messages do we see a day?
- 9. How many messages do we see each day?
- 10. CommunicaCon objecCves Change behaviour Develop opinion Raise awareness
- 11. You have to move your audience to a new place Message What do they think now? What do they care about? What do you want them to think? www.communicaCngeu.com
- 12. Messages EffecCve communicaCons revolve around two or three key messages “A piece of information that you want your audience to know and act upon.”
- 14. Messages need proof Hard proof • StaCsCcs • Trends • Graphs • Charts • Percentages • Voter turnout So* proof www.communicaCngeu.com
- 15. Messages are simple • We need clear, concise language that we can understand • We need two or three supporCng statements • The foundaCon is proof – hard or soQ
- 16. Messages – the message house Four quesCons 1. What’s the big picture? 2. What two or three supporCng statements do you have? 3. What is your proof? 4. What do you want them to do? www.communicaCngeu.com
- 17. Which one is a message? Meet your life companion Through innovaCve, reliable products and services; talented people; a responsible approach to business and global ciCzenship; and collaboraCon with our partners and customers, Samsung is taking the world in imaginaCve new direcCons. Message Slogan InformaCon Credibility Reason Facts MarkeCng / adverCsing Psychology EmoCon Memory Image Do not mix!
- 18. McDonald's Mission We’re determined to conCnuously improve our social and environmental performance. We work hard, together with our suppliers and independent restaurant franchisees, to strive toward a sustainable future – for our company and the communiCes in which we operate. From the beginning, we’ve been a company commi^ed to doing the right thing. Today, our values conCnue to be the foundaCon for who we are, what we do, and how we operate,
- 19. Which message works? “Our mission is... …to become the internaConal leader in the space industry through maximum team-‐ centred innovaCon and strategically targeted aerospace iniCaCves.” ...to put a man on the moon and return him safely by the end of the decade.”
- 21. EU InsCtuCon Clichés 2012 -‐ European Year for Ac6ve Ageing and Solidarity between Genera6ons • The year is intended to raise awareness of the contribuCon that older people make to society. It seeks to encourage policymakers and relevant stakeholders at all levels to take acCon with the aim of creaCng be^er opportuniCes for acCve ageing and strengthening solidarity between generaCons. • Awareness • Policymakers • Stakeholders • CreaCng opportuniCes • Strengthening • Solidarity
- 22. Messages – the message house Four quesCons 1. What’s the big picture? 2. What two or three supporCng statements do you have? 3. What is your proof? 4. What do you want them to do?
- 24. What you will do with this training What can I apply to my job? What resources do I need? How can I further pracCse? What else could I benefit from learning?
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- 29. For more informaCon about our training courses info@communicaCngeu.com h^p://communicaCngeu.com/ www.linkedin.com/A Manasseh twi^er.com/andimanas www.communica6ngeu.com CommunicaCng Europe 2014