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Message Development: The Secrets of Creating a Sticky Message

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Information about Message Development: The Secrets of Creating a Sticky Message

Published on March 11, 2008

Author: Emerald

Source: slideshare.net

Description

This popular presentation reviews the fundamentals to developing a message that sticks. We advocate use of the message box and provide plenty of real-world examples so you can see how it works.
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Message Development: The Secrets of Crafting a Sticky Message Kathy McShea 2008

About Us Experience: Chief spokesperson US Senator Carl Levin Media Director, DC Office, Consumers Union Consumer Information Director, Dept of Energy Clients: US Air Force US House of Representatives World Bank & IFC FCC Congressional Management Foundation... and others Emerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications... Our Focus : We make public sector organizations stronger

Experience:

Chief spokesperson US Senator Carl Levin

Media Director, DC Office, Consumers Union

Consumer Information Director, Dept of Energy

Clients:

US Air Force

US House of Representatives

World Bank & IFC

FCC

Congressional Management Foundation... and others

 

 

DOE Message? THEM: This agency is not working not relevant and should be shut down US: Put Energy dot gov to work for you! Subtext: DOE IS working, IS relevant and matters to your life ~ Energy is all around us

THEM: This agency is

not working

not relevant and

should be shut down

US: Put Energy dot gov to work for you!

Subtext: DOE IS working, IS relevant and matters to your life ~ Energy is all around us

 

 

USAF Message? THEM: I want to control my content and applications on my own site. Information is hard to find. It’s difficult to connect to people. Information is inaccessible when I’m away or after-hours. US: Get on the Same Page at the Air Force Portal. Everyone – over 700,000 users. Everywhere – at work, at home, deployed. Everyday - 24/7/365.

THEM: I want to control my content and applications on my own site. Information is hard to find. It’s difficult to connect to people. Information is inaccessible when I’m away or after-hours.

US: Get on the Same Page at the Air Force Portal. Everyone – over 700,000 users. Everywhere – at work, at home, deployed. Everyday - 24/7/365.

Does Navigation Inform Message?

Topic & Audience Navigation These are not clustered; no parallel construction Top nav is org-centric Augment with a new approach?

What is Message? A brief, value-based statement aimed at a targeted audience that captures a positive concept.

What Message is NOT Process or Instructions IS NOT a message You don’t need a “quote” Messages are concepts, broad and general An Issue IS NOT a message Don’t confuse message with issues Issues can back up messages A Fact or Alleged Fact IS NOT a message Look for one-to-one relationships with opponent Its not schools it is learning ; its not crime it is safety

Process or Instructions IS NOT a message

You don’t need a “quote”

Messages are concepts, broad and general

An Issue IS NOT a message

Don’t confuse message with issues

Issues can back up messages

A Fact or Alleged Fact IS NOT a message

Look for one-to-one relationships with opponent

Its not schools it is learning ; its not crime it is safety

Say it Well Be Strategic BE CLEAR: What’s the point? BE CONCISE: Less is more… CONTRAST: Position with a (+) and (-) pair RESEARCH: Chose your words with care VALUES: These words make it sticky PERSUADE: Close the sale: be action-oriented Requirements for a Solid Message

BE CLEAR: What’s the point?

BE CONCISE: Less is more…

CONTRAST: Position with a (+) and (-) pair

RESEARCH: Chose your words with care

VALUES: These words make it sticky

PERSUADE: Close the sale: be action-oriented

The Product Era (1950’s) Build a better mousetrap “ Me too” products create confusion The Image Era (1960’s-70’s) Branding Knockoffs cloud the picture Today: It’s All About Positioning (1980’s on) The Battleground for Your Mind

The Product Era (1950’s)

Build a better mousetrap

“ Me too” products create confusion

The Image Era (1960’s-70’s)

Branding

Knockoffs cloud the picture

Today: It’s All About Positioning (1980’s on)

30,000 books/year = 7 yrs, reading 24hrs/day 10M tons of newsprint/year = 94 lbs each! Sunday NYT = 4.5 lbs, 500K words, 28 hours to read ! Average Supermarket ? 12,000 items! A Traffic Jam on the Mind

Being Over-communicated Means… The mind accepts only what matches prior knowledge or experience Once a mind is made up, its almost impossible to change it The average person won’t tolerate being told they are wrong Sensory overload: beyond a certain point, the brain goes blank and refuses to function

The mind accepts only what matches prior knowledge or experience

Once a mind is made up, its almost impossible to change it

The average person won’t tolerate being told they are wrong

Sensory overload: beyond a certain point, the brain goes blank and refuses to function

The rules of positioning Use comparatives not superlatives >> Avis, we try harder >> 7-up: the un-cola Seek holes in the marketplace – what’s NOT there – use opposites ... Get on the same wavelength as the prospect; ignore the sending, concentrate on receiving Re-tie connections: don’t create something new, use what’s already there

Use comparatives not superlatives >> Avis, we try harder >> 7-up: the un-cola

Seek holes in the marketplace – what’s NOT there – use opposites ...

Get on the same wavelength as the prospect; ignore the sending, concentrate on receiving

Re-tie connections: don’t create something new, use what’s already there

When Positioning : VALUES Stick MOST AMERICANS SHARE THE SAME PRIMARY VALUES Responsibility for one’s family Caring for oneself Personal liberty Hard work Spirituality Honesty and integrity Fairness and equality … AND A SECONDARY SET OF VALUES Responsibility to care for others; personal fulfillment; respect for authority; love of country or culture SOURCE: BELDEN, RUSSONELLO & STEWART

MOST AMERICANS SHARE THE SAME PRIMARY VALUES

Responsibility for one’s family

Caring for oneself

Personal liberty

Hard work

Spirituality

Honesty and integrity

Fairness and equality

… AND A SECONDARY SET OF VALUES

Responsibility to care for others;

personal fulfillment;

respect for authority;

love of country or culture

SOURCE: BELDEN, RUSSONELLO & STEWART

Build Your “Message Box” What our opponent says about themselves ( positive : THEM on THEM ) What our opponent says about us ( negative : THEM on US ) T H E M What we say about our opponents ( negative : US on THEM ) What we say about ourselves ( positive : US on US ) U S T H E M U S

Example... We have given young people a reason to believe, and brought folks back to the polls who want to believe again ... We know that the status quo in Washington just won't do. Not this time. Not this year. We can't keep playing the same Washington game with the same Washington players and expect a different result - Sen. Barack Obama (Feb 12, 2008) Potomac Primary Night, Madison, Wisconsin

We have given young people a reason to believe, and brought folks back to the polls who want to believe again ...

We know that the status quo in Washington just won't do. Not this time. Not this year. We can't keep playing the same Washington game with the same Washington players and expect a different result

- Sen. Barack Obama (Feb 12, 2008) Potomac Primary Night, Madison, Wisconsin

The point we’re making overall is that Senator Obama’s record as a senator and as a public official is thin ...If you’re asking an electorate to judge you on your promises and you break them, and on your rhetoric and you lift it, there are fundamental problems with your campaign. Howard Wolfson, Clinton advisor Washington Post, Feb 19, 2008 Example...

The point we’re making overall is that Senator Obama’s record as a senator and as a public official is thin ...If you’re asking an electorate to judge you on your promises and you break them, and on your rhetoric and you lift it, there are fundamental problems with your campaign.

Howard Wolfson, Clinton advisor

Washington Post, Feb 19, 2008

2008 Primary Messages HILLARY on HILLARY Solutions/action Battle-ready/fighter Ready day 1/vetted OBAMA on HILLARY Cynics Same DC game/past Polarizes/scandals HILLARY on OBAMA Promises/rhetoric Naive/head in clouds Untrustworthy OBAMA on OBAMA Yes we can/hope Time for change/future Unites/no baggage

HILLARY on HILLARY

Solutions/action

Battle-ready/fighter

Ready day 1/vetted

OBAMA on HILLARY

Cynics

Same DC game/past

Polarizes/scandals

HILLARY on OBAMA

Promises/rhetoric

Naive/head in clouds

Untrustworthy

OBAMA on OBAMA

Yes we can/hope

Time for change/future

Unites/no baggage

To Stay on Message Talk in contrasting pairs and it is more likely to break through to the listener Use value-words as your preferred vocabulary, emotions sticks Use facts to back up your primary value oriented message but don’t lead with facts Use message box as dance-card to get back on message and steer back to your positive box! Respond to critics, punch to reframe on your terms, and go with a positive message. Don’t forget the Call to Action

Talk in contrasting pairs and it is more likely to break through to the listener

Use value-words as your preferred vocabulary, emotions sticks

Use facts to back up your primary value oriented message but don’t lead with facts

Use message box as dance-card to get back on message and steer back to your positive box! Respond to critics, punch to reframe on your terms, and go with a positive message.

Don’t forget the Call to Action

How do you stay offensive? Remember: It’s a conversation, with two points of view Respond (play defense, answer charges) Punch (attack weakness of opponent) Pivot (move conversation to your box) NOTE: Start with VALUES and move to FACTS....

Remember:

It’s a conversation, with two points of view

Respond (play defense, answer charges)

Punch (attack weakness of opponent)

Pivot (move conversation to your box)

NOTE:

Start with VALUES and move to FACTS....

4 Easy Steps Pick topic text – analyze primary research “ Pick up sticks”: find all the good words Deconstruct the language of your text top to bottom Choose only value-laden words with punch and impact Assign a positive or negative to each word Put ‘em in the right box Be selective; no more than 5 points per box, 3 is better Think contrasting pairs and opposites Phrases and short-hand are better than sentences

Pick topic text – analyze primary research

“ Pick up sticks”: find all the good words

Deconstruct the language of your text top to bottom

Choose only value-laden words with punch and impact

Assign a positive or negative to each word

Put ‘em in the right box

Be selective; no more than 5 points per box, 3 is better

Think contrasting pairs and opposites

Phrases and short-hand are better than sentences

Control the Conversation IGNORE >> COUNTER-ATTACK ( positive : THEM on THEM ) >> DEFEND ( negative : THEM on US ) T H E M >> ATTACK ( negative : US on THEM ) >> SELL ( positive : US on US ) U S T H E M U S

Control the Conversation POSITIVE BOX Listen and validate Share values… theirs and yours! Talk about your record NEGATIVE BOX Punch and pivot; always bridge back to your message Attack credibility of opponent Change the subject

POSITIVE BOX

Listen and validate

Share values… theirs and yours!

Talk about your record

NEGATIVE BOX

Punch and pivot; always bridge back to your message

Attack credibility of opponent

Change

the subject

Frame the Debate… Step One : Segment Be aware of who you interact with Customer research: who can say no? Step Two : Target Define your markets, our publics Get results by concentrating, not splintering Step Three : Position How do we stand out? Develop policies, practices, programs to satisfy targets Last Step : Advertise, Sell, Communicate

Step One : Segment

Be aware of who you interact with

Customer research: who can say no?

Step Two : Target

Define your markets, our publics

Get results by concentrating, not splintering

Step Three : Position

How do we stand out?

Develop policies, practices, programs to satisfy targets

Last Step : Advertise, Sell, Communicate

Making Connections “ Comparative learning, making connections between one piece of information and another, is a concept from which I derive my first law: You only learn something relative to something you understand .” ~ Richard Saul Wurman Author Information Anxiety2

“ Comparative learning, making connections between one piece of information and another, is a concept from which I derive my first law: You only learn something relative to something you understand .”

~ Richard Saul Wurman

Author

Information Anxiety2

Questions?

Contact Us Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112 Web Management & Marketing ~ http:// www.emeraldstrategies.net Media Training ~ http:// www.prclinic.com Join my professional network ~ http:// www.linkedin.com/in/kathymcshea

Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112

Web Management & Marketing ~ http:// www.emeraldstrategies.net

Media Training ~ http:// www.prclinic.com

Join my professional network ~ http:// www.linkedin.com/in/kathymcshea

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