How to develop messages materials 17 july 2013


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  • NotesI run a management communication training company. Clients come to me because they need to be able to write and speak clearly about their organisation, sector, policy positionsI do a lot writing and presentations skills training. But often the writing skills are not the entire problem. Often people don’t know what a message is.They don’t know what they are doing to their audiences.We often think
  • Messages – what they are importantWe often think that message development is done by PR advertising gurus and copywriters - spin doctors, the dark arts.We think message development is the outcome of intense creative flush – but that is slogans and advertising and we will look at that.We are not do the marketing comms stuff today – that is advertising copyrighters work. We’re not come up with new advertising slogans.PR and communications a very fluffy things – not very scientific – but there are some models we can apply – some very home-made science which can help us to put structure to what we are sayingWhat we will do todayI will introduce some ideas – about messaging, how we can improveWe then get you to do a group task – plan some messages in groupsYou present to the groupWe discuss
  • 2000 or 3000? It doesn’t matter – because we cannot process that amount of information anyway.So how do we cut through the clutter?Here are some principles for us to rememberHow many marketing messages do we see in a day? That’s a loaded question because people who should know better have been quoting guestimates for the last 15 years, including the one from Yankelvich Research (later quoted by the NY Times), that range from 3,000 to 20,000. Those higher numbers include every time you pass by a label in a grocery store, all the ads in your mailbox whether you see them or not, the label on everything you wear, etc.One of the sanest studies I came across said we see 247 images per day and probably don’t notice half of them even though we’ve been exposed. The fact that you and the message are in reasonable proximity for you to see it doesn’t mean you saw it. Our brains can’t truly process that many messages. We can’t notice, absorb, or even judge the personal merit of 3,000 visual attacks a day.The right message can link with our own desire or interest and get us to stop and look at it, watch it, or listen to it. An ad message that informs us about something we want will get noticed. If you’re lusting after a new, hot, American-made sports sedan, the Cadillac CTS TV, print, outdoor, or radio ad will catch your attention. The Ford pickup ad won’t register on your radar. So who cares if you saw it or not?Look at Times Square, for example. That has to be the densest concentration of buy-me messages on the planet. I’m guestimating myself, but I would think that if you stood on the top of the bleachers by the B’way ticket office in Times Square and slowly turned around while counting every ad on every DiamondVision, doorway, cab, bus, billboard, light pole, building, sandwich board, hawker, and flyer you’d come up with no less than 500 messages. That’s 20 minutes of overload in a perfect storm of advertising. But we don’t look at ads that way. We skim to see what speaks to or connects with our core wants, desires, and values. That’s why engagement is such a hot topic in marketing today.
  • How to develop messages materials 17 july 2013

    1. 1. How to develop effective messages Wednesday 17 July 2013 Management Communication Training
    2. 2. Management Communication Training Andrew Manasseh • 25 years training, business development, staff management and training • British Council 15 years in Thailand, Czech Republic, Italy and Brussels • 9 years EU communications and PR training • Work with EU trade associations, EU institutions, governments, corporate
    3. 3. Management and communications training in Brussels and Europe Brussels EU trade associations Corporate public affairs Public affairs agencies NGOs Regional offices Chambers of Commerce EU institutions Other European clients Corporate clients Governments EU funded programmes and projects intergovernmental agencies
    4. 4. I also work with colleagues • Public relations consultants • Public affairs practitioners • Social media consultants and digital agencies • Journalists and writers • Lawyers • Management trainers
    5. 5. Professional Development training • Personal communication skills • Writing skills • Strategic communications • Media relations, media training • Management communications • Performance management skills
    6. 6. Messages What problem is this the solution to?
    7. 7. How many messages do we see a day?
    8. 8. How many messages do we see each day?
    9. 9. Communication objectives Change behaviour Develop opinion Raise awareness
    10. 10. 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?
    11. 11. Messages Effective communications revolve around two or three key messages “A piece of information that you want your audience to know and act upon.”
    12. 12. The message house
    13. 13. Messages need proof Hard proof • Statistics • Trends • Graphs • Charts • Percentages • Voter turnout Soft proof
    14. 14. Messages are simple • We need clear, concise language that we can understand • We need two or three supporting statements • The foundation is proof – hard or soft
    15. 15. Messages – the message house Four questions 1. What’s the big picture? 2. What two or three supporting statements do you have? 3. What is your proof? 4. What do you want them to do?
    16. 16. Which one is a message? Meet your life companion Through innovative, reliable products and services; talented people; a responsible approach to business and global citizenship; and collaboration with our partners and customers, Samsung is taking the world in imaginative new directions. MessageSlogan Information Credibility Reason Facts Marketing / advertising Psychology Emotion Memory Image Do not mix!
    17. 17. McDonald's Mission We’re determined to continuously 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 communities in which we operate. From the beginning, we’ve been a company committed to doing the right thing. Today, our values continue to be the foundation for who we are, what we do, and how we operate,
    18. 18. Which message works? “Our mission is... …to become the international leader in the space industry through maximum team- centred innovation and strategically targeted aerospace initiatives.” put a man on the moon and return him safely by the end of the decade.”
    19. 19. Messages – the message house Four questions 1. What’s the big picture? 2. What two or three supporting statements do you have? 3. What is your proof? 4. What do you want them to do?
    20. 20. For more information about out training courses Manasseh
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