David Henderson: Messages, Brand Journalism workshop 14-15th April 2011
The Inﬂuence of Messages
Power of 3 Messages1. Logical - it only makes sense.2. Analytical - facts and data supported.3. Emotional - the human connection we all share.
Why 3 Messages• Simple and believable - audiences can understand and tend to trust.• Human nature - many of us respond well to 3 clear messages.• Practical - more than 3 becomes redundant.• Reality - many spokespeople cannot remember more than 3.
Myth of Mission Statements“A bunch of guys take off their ties andcoats, go into a hotel room for threedays, and put a bunch of words on apiece of paper – and then go back tobusiness as usual.”
Myth of Mission Statements• Phase 1: “Envision the future.” It can’t be done.• Phase 2: “Form a mission task force.” Waste of time of expensive people.• Phase 3: “Develop a draft statement.” Many hands make things mushy.• Phase 4: “Communicate the ﬁnal statement.” Hang it on the wall for people to ignore.• Phase 5: “Operationalize the statement.” Turn the company into mush.
Positioning Messages• Positioning messages focus on today, relevance and value in competitive marketplace.• Describes - in plain language - what is distinctive & special about your organization.• Positioning messages begin with an umbrella message, a consistent starting point.
Umbrella Message• Starting point.• A simple sentence - about 10 words - in plain language the brings a primary message to life.• No adjectives or jargon.• Build a desire to want to know more.• Supported by three “pillar” messages.
Emotional• The human experience.• Might show emotion, an experience.• Expresses passion.• Must be relevant and support umbrella statement.
Logical• A logical claim or statement that is difﬁcult to challenge.• Connects with audience because it makes sense.• Shared experiences, knowledge, stories.• Must be relevant and support umbrella message.
Analytical• Facts, data, evidence, ﬁndings of reliable sources.• Must be relevant and support umbrella statement.