Message Principles

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Too often, organizations working for the public good bury important information in messages that are boring, jargon-filled, and ineffectual. In this presentation, we share some common message mistakes and offer tips on how to avoid them, along with the principles of effective messaging.

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  • Explain purpose of this deck.
  • “ Here’s to the crazy ones. The rebels. The troublemakers. The ones who see things differently. While some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.”
  • First principles of messaging Emotion trumps logic. Perception - condom Brevity trumps precision. Folgers coffee can Values trump features. Vibrant language trumps jargon. Avoid the most common Mistakes MEGO “my eyes glaze over” Literal Sclerosis Data Dump
  • Condom story
  • Colorectal Cancer Association of Canada e Colorectal Cancer Association of Canada is urging Canadians to show their butts online to raise awareness about the importance of getting screen for colon cancer. The digital campaign, online in English at www.getyourbuttseen.ca and in French at www.faitesvoirvosfesses.ca, is linked with the CCAC Facebook page, and is backed up with transit ads, digital boards and a television commercial. So what do you think? Tasteless or Nicely Executed? Will it motivate action or not? Online users can upload images of different bottoms that appear to have been taken by a photocopier or upload an image of their own backside and then send it to their friends via e-mail or for posting on Facebook. Users can select a preexisting photo of a sensational butt using a list of characteristics (sex, age, size and style) presented in a drop down menu. As the steps to send the image are completed, the user is presented with facts and statistics about colorectal cancer. On March 31 the CCAC will ask Facebook users to post the uploaded image of their selected butt as their profile picture in a demonstration of solidarity in the battle against colorectal cancer.
  • First principles of messaging Emotion trumps logic. Perception - condom Brevity trumps precision. Folgers coffee can Values trump features. Vibrant language trumps jargon. Avoid the most common Mistakes MEGO “my eyes glaze over” Literal Schlerosis Data Dump
  • a graphic television advertising campaign starring former smoker and cancer survivor Ronaldo Martinez, his tinny, robotic voice warning of the consequences of cigarettes. And the ads appeared to jolt even hard-boiled New Yorkers, with smoking rates declining significantly among Hispanics and men at large in the city at the very time in 2006 when the commercials ran.
  • For more online learning opportunities, please visit this URL for more training topics including messaging, social media and more. At this link you can also learn more about county social media policies, about how to craft your social media plan, and who to contact for support.
  • Message Principles

    1. 1. Message Principles Holly Minch LightBox Collaborative www.lightboxcollaborative.com
    2. 2. Please make sure your speakers are ON!
    3. 3. It’s not what you say, it’s what they hear.
    4. 4. Brevity Trumps Precision
    5. 5. Values Trump Features
    6. 6. Perception Trumps Reality
    7. 7. Emotion Trumps Logic
    8. 8. Vibrant Language Trumps Jargon “ We build capacity so low-income families can access the vital infrastructure of the social safety net system.”
    9. 9. Messengers Can Trump the Message
    10. 10. For more information, visit lightboxcollaborative.com/we-share
    11. 11. www.lightboxcollaborative.com @LBCollab facebook.com/lightboxcollaborative Holding good ideas up to the light

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