The document provides guidance on developing effective marketing messages by focusing messages on target audiences rather than the organization, creating audience personas to understand goals and motivations, and using consistent messages across channels tailored to each audience and delivered in an audience-centered way through the right tools. It emphasizes understanding audiences, aligning goals, using compelling taglines and stories, and consistent messaging to connect with people and inspire action.
Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.
Marjorie Kase led discussion on the fundamentals and immense value of social media for business during her presentation to BDPA Los Angeles chapter on April 10, 2010.
Building awareness & engaging champions of your causeCAMHFoundation
Presented at 2012 AFP Toronto Congress by Liza Jerome.
Like us on Facebook at http://www.facebook.com/end.stigma or follow us on Twitter at http://www.twitter.com/endstigma
How and why is the Northeast Ohio Regional Sewer District using social media? This overview gives you the past, present and future of social media’s role in @neorsd’s communication, outreach, and education efforts, as well as tips to keep in mind in when using your own social networks.
This is the PDF version of the London Fundraising Summit online fundraising presentation with speaker notes by Amy Sample Ward - Creative Commons Share and Share Alike
Maintaining Continuous Learning Under Pressure Slides from Lean Agile Scotlan...Simon Phillips
Lean Product Development is predicated on validating assumptions that we make about the product we want to build in lightweight ways; user research, contextual studies, paper prototypes, simple clickable prototypes. A few short weeks of these activities can massively reduce the risk of building the wrong thing, and in a world where developing the wrong software can cost millions or sink a company, the investment can be well-worth the time.
So how do you structure a project so that Product and Design have an opportunity to answer necessary questions, while making sure you're not wasting developer resources or boring the crud out of your team?
This joint presentation by Pivotal Labs Product Manager Rosemary King, and UX Designer Simon Phillips will explore why up front investment in Discovery and Framing set up a project on solid foundation, how to involve development teams in the exploration and synthesis process, and how to set a cadence for your UX design work so that a comfortable buffer exists to allow for continual evolution of the product based on user feedback and changing understanding. Baked into the presentation will be case studies, challenges and lessons learned on recent lean/agile projects.
A Guide to Sales and Marketing Messaging Alignment with WittyParrotWittyParrot
A guide to align the sales and marketing messaging and content reuse. It also covers certain vital points including capturing, managing, maintaining, reusing and sharing messaging components.
Building awareness & engaging champions of your causeCAMHFoundation
Presented at 2012 AFP Toronto Congress by Liza Jerome.
Like us on Facebook at http://www.facebook.com/end.stigma or follow us on Twitter at http://www.twitter.com/endstigma
How and why is the Northeast Ohio Regional Sewer District using social media? This overview gives you the past, present and future of social media’s role in @neorsd’s communication, outreach, and education efforts, as well as tips to keep in mind in when using your own social networks.
This is the PDF version of the London Fundraising Summit online fundraising presentation with speaker notes by Amy Sample Ward - Creative Commons Share and Share Alike
Maintaining Continuous Learning Under Pressure Slides from Lean Agile Scotlan...Simon Phillips
Lean Product Development is predicated on validating assumptions that we make about the product we want to build in lightweight ways; user research, contextual studies, paper prototypes, simple clickable prototypes. A few short weeks of these activities can massively reduce the risk of building the wrong thing, and in a world where developing the wrong software can cost millions or sink a company, the investment can be well-worth the time.
So how do you structure a project so that Product and Design have an opportunity to answer necessary questions, while making sure you're not wasting developer resources or boring the crud out of your team?
This joint presentation by Pivotal Labs Product Manager Rosemary King, and UX Designer Simon Phillips will explore why up front investment in Discovery and Framing set up a project on solid foundation, how to involve development teams in the exploration and synthesis process, and how to set a cadence for your UX design work so that a comfortable buffer exists to allow for continual evolution of the product based on user feedback and changing understanding. Baked into the presentation will be case studies, challenges and lessons learned on recent lean/agile projects.
A Guide to Sales and Marketing Messaging Alignment with WittyParrotWittyParrot
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DreamBank Final Slide Deck for AttendeesDon Stanley
Are you confused about how to use & choose the best social network/s for your business? This is the slide deck from my presentation at American Family Insurance's DreamBank on February 23, 2016.
What's social media? Why it is important for brands? Which social media channel is needed for your brand? How must be a social media management for brands? Social media communication examples...
Today’s business leaders are struggling to understand how to harness the power of digital marketing tools such as social media to improve their business results.
In this Content Marketing Workshop, we cover:
- Whether social media is a useful business tool or a waste of time
- Why most companies can’t harness the power of social media
- A case study of how one engineering firm used LinkedIn to send lead generation results through the roof
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10 tools to use in your social media and digital media marketing that are not Facebook (plus some tips for Facebook). This presentation was given by Chris Snider at an Ames PRAM Lunch and Learn on May 17, 2018.
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Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
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June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
5. Getting Attention Survey 2012
• Are your messages connecting with the
people who need to hear them?
76% of Nonprofits say NO
6. Getting Attention Survey 2012
• Do your organization’s messages connect
with your target audience?
7. Getting Attention Survey 2012
• Are your messages speaking to audience
wants & needs?
70% of Nonprofits say their
message spur a “so what?”
instead of an “AHA”
• Is your message sufficiently clear?
26% of Nonprofits describe their
messages as confusing
8. Getting Attention Survey 2012
• Does your message inspire action?
Only 16% of Nonprofits describe their
message as powerful
• What part of your message is least
impactful?
71% of Marketers & Fundraisers say their
tagline is the least impactful message
9. Getting Attention Survey 2012
• What is the single greatest barrier to
developing more effective messages for
your organization?
10. Getting Attention Survey 2012
• Are your messages used consistently
across channels?
<Half of Nonprofits say yes
• Are your messages developed cross-
organizationally?
Marketers, Fundraisers & Executive
Directors all have message-driven
positions
11. Getting Attention Survey 2012
• Why do you feel your messages are
irrelevant?
• “Always about us, not about the people we’re
communicating with.”
• “Too long and filled with jargon.”
• “Superficially inspiring. People respond strongly the first
time they hear them, but not over time.”
• “Lack clarity, because we have too many cooks in the
message kitchen.”
• “Good for each program but weak or nonexistent for the
org as a whole.”
18. What Goes Wrong
• Clues you have an Inside-Out message:
– You see your organization’s key messages as
inherently desirable
– Lack of marketing success is blamed on
audience ignorance and/or lack of motivation
– Little effort put into target audience research
– Marketing is used only to promote
organization and its needs – one-way
conversations
20. Considerations
• Some things to remember
– Have a strategic messaging team –
representatives from across the organization
– Clearly articulated mission statement is a vital
precursor to message development
– Determine if your desired actions align with
your programs
– Discuss. Through the discussion your goal
should be reach consensus on the desired
action. Once you think you’ve obtained
consensus, write it down.
21. Considerations
• Mission vs. Message
– Mission
• Internally focused
• Goals of organization
• Only one mission
– Message
• Externally focused
• Based upon the mission, but tailored to the unique
goals and motivations of the audience
• Persuade people to take action
23. What Goes Wrong
• Clues you have an Inside-Out message:
– You have a “silver bullet” marketing strategy,
using the same tactic over and over.
– Your message differs depending on who/what
delivers it
– Competition is ignored. Every other message
competes with yours!
24. Audience
• No such thing as “general public”
– Who will evangelize?
– Who will be most receptive?
– Who is most likely to take action?
25. Audience
• What kind of people tend to support your
organization?
• What are their values?
• How do they communicate?
• How do they spend their time?
• What appeals to them?
• What do they dislike?
• What motivates them to act?
26. Audience
• Who are your three most important
audience groups?
– Those who can do the most for your
organization
– Those who are most likely to do so
• Write down everything you can about your
three target audiences, so you can focus
messages on the right sweet spot
36. Personas
• Multi-dimensional sketches that typify your
audience segments
• Created using
– Organizational goals
– Donor/Volunteer/Client demographics
– What others say about you
37. Personas
• Organization
– Context
– Challenge
– Goal
• Persona
– First & Last Name
– Gender, Age, Face
– Personal Information
38. Personas
• Context:
– A nonprofit is launching a new community fitness program and needs to
promote it to community activists, politicians, and citizens, and to
motivate their involvement. The staff needs to know what’s important to
these audiences, so it can shape its messages, website and blog (a
centerpiece of the campaign), brochures and events accordingly.
• Challenge:
– This is the first time the organization is proactively communicating to
motivate the launch of fit community programs. The campaign will center
on a new blog and Web site, but the nonprofit doesn’t know how to
design message to most effectively educate its diverse audiences and
motivate them to act. The communications team just doesn’t know
where to start.
39. Personas
Frank Cummings, age 64, owns his
own home in a moderately-priced
area of an industrial-based
community in Ohio. He is married,
and has two children who now live
in neighboring states.
Frank took an early-retirement
option from the electrical
contracting firm where he worked
for 19 years. Now he spends a lot
of his free time working on his
home and yard, and walking in the
neighborhood.
40. Personas
• How person spends His day?
– Day at work/home
– Habits
– Likes/Dislikes
– Environment at work/home
• Who does this person trust?
• Personal and professional goals in relation
to your organization’s programs?
41. Personas
• Who else is encouraging them to “do the
right thing” (follow through on your calls to
action)?
• Where are they in the Stages of Change
about doing the right thing?
• One persona per audience group
42.
43. Personas
Annoyed By…
One problem Frank has noticed as
he walks is that the traffic speeds
along his street (a connector
between two arterial streets) are
often well in excess of the 25MPH
posted speed limit.
.
Frank has made comments about the high speeds to his city council
representative, who is, with Frank, a member of the local Lions Club.
But the council-person, while sympathetic, hasn’t done anything other
than to suggest that Frank should lodge a complaint with someone at
the city, or the police. Meanwhile, the speeding cars continue, and
Frank feels unsafe as he walks.
44. Personas
Online Habits
Like some in his age group, Frank is
a late-comer to computers and the
Internet. He needed to learn to use a
computer-based service mounted in
his truck the last few years he was
working, and struggled to keep up
with the technology that seemed to
come much easier to younger
people in the firm..
Frank purchased a computer primarily to use e-mail with his children,
but he also has used several programs such as QuickBooks and tax-
prep software. His connection to the Internet is still through DSL so it’s
not the fastest and Frank doesn’t like to wait around to see family
videos on You Tube or other Web content.
45. Personas
• Wants
• Slowed-down traffic outside his
house to increase walker and
biker safety.
• His neighborhood to be a safer
and more enjoyable place to live.
46. Personas
Successful Slower traffic;
community neighborhood
fitness program safety
Safety
Messaging focused on safe biking and walking, rather than the need to
follow traffic safety rules. Citizen campaign recruitment efforts focused
on neighbor-to-neighbor messengers, postering and door-to-door
flyers. The response was strong.
49. Taglines
• Most important message – 8 words or less
– Essence of your message
– Foundation for “elevator pitch”
• Presented from viewpoint of audience
• “Sweet spot” – overlap of your wants, your
audience’s wants and what makes you
different
52. Taglines
“Theater Popcorn
is a Double Feature
of Fat”
“Lights, Camera, Cholesterol!”
53. Taglines
• Consistency
– “You’re not in business to entertain yourself;
you’re in business to change the world. To
change the world, your message has to stick.
For your message to stick, it must remain
consistent.”
• Organizational & programmatic taglines
must relate
54. Taglines
• Is your tagline solid, reliable, well-
recognized & concise?
– How do you convey it to your personas?
• Is your tagline week, not well-known,
inconsistent?
– How do you improve impact?
• Do you have a tagline?
56. Messages
"Comprehensive community
building naturally lends itself to a
return-on-investment rationale
that can be modeled, drawing on
existing practice," it begins, going
on to argue that "[a] factor
constraining the flow of
resources to CCIs is that funders
must often resort to targeting or
categorical requirements in grant
making to ensure accountability."
57. Messages
Which one do you remember?
Which one is more compelling?
Which one is most likely to drive
action or awareness?
59. Messages
• How many organizations does AJWS fund worldwide to
alleviate hunger?
• How many grants did AJWS give away last year? In how
many different countries?
• After which natural disaster did AJWS commit $11
million?
• According to Helen Hunt, what values does AJWS
foster?
• Is Tracy Morgan Jewish?
60. Messages
• How do you design a message that is
sticky and drives action, awareness or
change?
• Made to Stick – 6 rules of message
development
67. Messages
• Tell us why we should care, and how we
can address the problem
• Relevant – always write from the audience
view point, not the organization’s
perspective
• Avoid jargon
• Keep it short
• Be consistent
68. Messages
• Evaluate effectiveness – sometimes
audiences change, along with messaging
• Give everyone in organization simple,
compelling and memorable words they
can use to connect with a variety of
audiences – get them excited about the
organization is doing
69. Messages
• Do not just make lists
• Do not overwhelm with information
• Bad communication talks about HOW an
organization does the work. Good
communication shows WHY an
organization is needed and WHAT
happens in the world as a result of its
work.
70. Messages
• Using your mission, audience groups,
goals & motivators, personas & tagline
construct an audience-focused message
framework for a program
74. Delivery & Tools
• Tappers hear the song in their head
• Listeners hear only a disconnected series
of taps
• Curse of Knowledge.
– Once we know something, we find it hard to
imagine what it was like not to know it. It
becomes difficult for us to share our
knowledge with others, because we can't
readily re-create our listeners' state of mind.
76. Delivery & Tools
• “Our mission is to become the international
leader in the space industry through maximum
team-centered innovation and strategically
targeted aerospace initiatives.”
– Simple?
– Unexpected?
– Concrete?
– Credible?
– Emotional?
– Story?
77. Delivery & Tools
• “The challenge for companies (of any size) is to find a
way to build sustainable, relationship-minded
business processes that account for the new buying
methods of an educated, mobile, personalization-
minded buying market. Some of what online tools do
well is address all of this. But that’s like saying a great
pen will help you write better. It’s not about the tools. It’s
about a choice to understand how to stand out as a
provider of value above-and-beyond-the-sale to one’s
customer base...The fact that technology makes our
voice easier to hear, does not mean people will
listen.” –Chris Brogan
78. Delivery & Tools
• Lead with what you do, and the benefits
this offers, not who you are.
• Listen to what you’re hearing online.
• Focus on improving credibility
• Evolve your voice to one who is warmer &
more conversational
80. Delivery & Tools
• Message type
– Informal
• Twitter
• Blog
• Tumblr
• Cocktail/Elevator Pitch
– Medium
• Facebook
• Direct Mail
• Website
• Blog
81. Delivery & Tools
• Message type
– Formal
• News release
• Board communication
• Website
• Direct mail
82. Delivery & Tools
• Look at your personas
– Select potential tools/technologies
• Modify your message for
– Informal platform
– Medium platform
– Formal platform
Irrelevant Content - The irony is while you are putting message massage aside to get marketing and fundraising campaigns out the door, you’re undermining those same campaigns by featuring irrelevant messages.
No cross-departmental collaboration - Bring your leadership and colleagues on board at the beginning, harvesting their message ideas and clarifying what it takes to craft messages that connect. Develop style guideb. Build a cross-functional team of effective messengers – train and support i. Board members and staff must be able to know what to say when they network and fundraise – online and offline – are they giving consistent, accurate information? ii. Strategy & Goals must be crystal clear
No time investment - Build time for message development into all marketing initiatives, from the organizational to the campaign level; make messaging a priority
You may think that everyone should care that your organization, say, helps low-income students attend college. But the fact is that some people will be more receptive to your message than others. When you have a limited marketing budget, the people you need to reach are those most likely to care.What appeals to them? Stats? Real stories? Business language? Individual stories?
In Chip Heath and Dan Heath’s book Made to Stick the authors share a story about how one of the most successful public education campaigns ever came to life. Faced with the challenge of trying to end littering on the highways, the Texas Department of Transportation, along with a researcher named Dan Syrek, sought to develop a campaign that would convince people that they should stop throwing trash out their windows.Now, Texas could have just politely asked people to “Please don’t litter.” In fact, they did, but it didn’t work. Why? Because messages like this need to consider the point of view of the typical litterer.Syrek and his team took time to think carefully about those whose behavior they had to change. And it wasn’t the people most likely to be swayed by a polite request.Instead, the savvy marketers focused on their target audience. Who were the worst offenders? Men, ages 18-35. But they didn’t stop with demographic data. They also created a persona that painted a psychographic profile of their target audience. Naming their character “Bubba” they spent time thinking about who Bubba was. What did he care about? What did he wear? Where did he shop? What did he do on weekends?Syrek and his team got a picture of Bubba, along with a picture of Bubba’s truck, and they realized that to change Bubba’s behavior, they had to convince him that people like him don’t litter. They had to tap into what Bubba thought was most important. And for Bubba what was most important was his pride in the state of Texas.Syrek and his team tapped into Bubba’s patriotism and created the message “Don’t Mess with Texas.” The rest is history. Littering decreased, and the anti-littering slogan became so successful, it’s practically the state motto.What Syrek and his team did — creating a profile of their target audience — is also referred to as creating a “persona.” This is an approach we often employ with our nonprofit clients, helping them think strategically about who they are trying to reach by not only considering their demographic characteristics, but their deep-seeded concerns and cares, as well.
Discussion
Taking the time to understand your audience makes them feel understood…and more likely to take action in support of your work. While everyone is not your audience, those most likely to support your organization will be more inclined to help when you address their needs, values, and interests.
Find the commonality between your goals and the goals of your target audience i. This is not to say that your goals and desires have to be exactly aligned with those of each target audience. You will likely find that members of your target audience may support the same action you do, but for a completely different reason. ii. For example, a drug and alcohol treatment and rehabilitation organization may have the goal of restoring people to a life of health and productivity in their community. The primary motivation for their actions may be because of their religious beliefs. However, members of the medical community may support this mission as a way to reduce HIV. At the same time, government officials may support addiction treatment as a way to reduce the crime rate and increase safety for the community. iii. Both audiences in the above example have their own motivations and goals - each different than those of the organization. However, the motivations and goals of each audience can potentially be satisfied through drug and alcohol treatment services. Therefore, the overlap can used to craft messages specifically targeting the passions of each of the audiences.
How does this person spend their day?—Sketch out a brief outline of their daily work day or day at home, including specific habits, likes and dislikes. What is this person’s work environment (if you’re trying to reach professionals, rather than individuals) including length of time in the job, professional development habits (if marketing programs such as training for social workers on public benefits), information- seeking habits and favorite resources, personal and professional goals, colleagues with whom the persona works most closely, etc. Who does this person trust? Where (or from whom) else is this person getting information about your issue or similar programs or services? What are the person’s personal and professional goals in relation to your organization’s programs? Who else is encouraging them to “do the right thing” (e.g. follow through on your calls to action for this person/group)? Where are they in the Stages of Change about doing the right thing (from “I don’t see it as a problem” to “I can/want to do this now.”)?
What is this person’s work environment (if you’re trying Where (or from whom) else is this person getting information about your issue or similar programs or services? What are the person’s personal and professional goals in relation to your organization’s programs? Who else is encouraging them to “do the right thing” (e.g. follow through on your calls to action for this person/group)? Where are they in the Stages of Change about doing the right thing (from “I don’t see it as a problem” to “I can/want to do this now.”)?
When the chain launched its national marketing campaign, everyone in America had probably heard the slogan “I’m loving it” inside of two days. McDonald’s can afford to plaster the campaign all over your town along with everything you listen to and watch. But equally important—and the nonprofit’s take-away lesson—is that McDonald’s knows about consistency.What if, instead of sticking with “I’m loving it” in every aspect of the campaign, they had put “I really, really like it” on some of their posters, and “You will love it” on others, and then used the line “McDonald’s equals love” in their TV ads?It might have been cute, but the message would have been diluted and far less likely to be remembered. McDonald’s resisted the temptation to “go wide” and chose instead to make something memorable.
A friend of a friend of ours is a frequent business traveler. Let's call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink. He'd just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks — one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered.Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice. He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don't move. call 911.A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, "Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?"Anxious, he felt around behind him. Sure enough, there was a tube. The operator said, "Sir, don't panic, but one of your kidneys has been harvested. There's a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don't move until they arrive."You've just read one of the most successful urban legends of the past fifteen years. The first clue is the classic urban-legend opening: "A friend of a friend . . ." Have you ever noticed that our friends' friends have much more interesting lives than our friends themselves?
http://youtu.be/hQTtMXZs2LA
Our brains are wired to remember stories.And there’s only one story being told in the video. That story is that non-Jews support AJWS, and many of them are famous.In our opinion, this is a lost opportunity. This hilarious video will travel around the world and will be seen by millions. But at the end of the day, no one will remember what AJWS does or why it’s needed. All a viewer will remember is that Brian Williams does a great rendition of Fiddler on the Roof.Good nonprofit communications remind us why we should care and show us how we can do something to address the problem. They are focused on the reader or viewer. They show the viewer what the problem is and how he or she can do something to make a difference.
How do we find the essential core of our ideas? A successful defense lawyer says, "If you argue ten points, even if each is a good point, when they get back to the jury room they won't remember any." To strip an idea down to its core, we must be masters of exclusion. We must relentlessly prioritize. Saying something short is not the mission — sound bites are not the ideal. Proverbs are the ideal. We must create ideas that are both simple and profound. The Golden Rule is the ultimate model of simplicity: a one-sentence statement so profound that an individual could spend a lifetime learning to follow it.
How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across? We need to violate people's expectations. We need to be counterintuitive. A bag of popcorn is as unhealthy as a whole day's worth of fatty foods! We can use surprise — an emotion whose function is to increase alertness and cause focus — to grab people's attention. But surprise doesn't last. For our idea to endure, we must generate interest and curiosity. How do you keep students engaged during the fortyeighth history class of the year? We can engage people's curiosity over a long period of time by systematically "opening gaps" in their knowledge — and then filling those gaps.
How do we make our ideas clear? We must explain our ideas in terms of human actions, in terms of sensory information. This is where so much business communication goes awry. Mission statements, synergies, strategies, visions — they are often ambiguous to the point of being meaningless. Naturally sticky ideas are full of concrete images — ice-filled bathtubs, apples with razors — because our brains are wired to remember concrete data. In proverbs, abstract truths are often encoded in concrete language: "A bird in hand is worth two in the bush." Speaking concretely is the only way to ensure that our idea will mean the same thing to everyone in our audience.
How do we make people believe our ideas? When the former surgeon general C. Everett Koop talks about a public-health issue, most people accept his ideas without skepticism. But in most day-to-day situations we don't enjoy this authority. Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves — a "try before you buy" philosophy for the world of ideas. When we're trying to build a case for something, most of us instinctively grasp for hard numbers. But in many cases this is exactly the wrong approach. In the sole U.S. presidential debate in 1980 between Ronald Reagan and Jimmy Carter, Reagan could have cited innumerable Statistics demonstrating the sluggishness of the economy. Instead, he asked a simple question that allowed voters to test for themselves: "Before you vote, ask yourself if you are better off today than you were four years ago."
How do we get people to care about our ideas? We make them feel something. In the case of movie popcorn, we make them feel disgusted by its unhealthiness. The statistic "37 grams" doesn't elicit any emotions. Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel things for people, not for abstractions. Sometimes the hard part is finding the right emotion to harness. For instance, it's difficult to get teenagers to quit smoking by instilling in them a fear of the consequences, but it's easier to get them to quit by tapping into their resentment of the duplicity of Big Tobacco.
How do we get people to act on our ideas? We tell stories. Firefighters naturally swap stories after every fire, and by doing so they multiply their experience; after years of hearing stories, they have a richer, more complete mental catalog of critical situations they might confront during a fire and the appropriate responses to those situations. Research shows that mentally rehearsing a situation helps us perform better when we encounter that situation in the physical environment. Similarly, hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively.Those are the six principles of successful ideas. To summarize, here's our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. A clever observer will note that this sentence can be compacted into the acronym SUCCESs. This is sheer coincidence, of course. (Okay, we admit, SUCCESs is a little corny. We could have changed "Simple" to "Core" and reordered a few letters. But, you have to admit, CCUCES is less memorable.)No special expertise is needed to apply these principles. There are no licensed stickologists. Moreover, many of the principles have a commonsense ring to them: Didn't most of us already have the intuition that we should "be simple" and "use stories"? It's not as though there's a powerful constituency for overcomplicated, lifeless prose. But wait a minute. We claim that using these principles is easy. And most of them do seem relatively commonsensical. So why aren't we deluged with brilliantly designed sticky ideas? Why is our life filled with more process memos than proverbs?Sadly, there is a villain in our story. The villain is a natural psychological tendency that consistently confounds our ability to create ideas using these principles. It's called the Curse of Knowledge. (We will capitalize the phrase throughout the book to give it the drama we think it deserves.)
Discussion
Tappers received a list of twenty-five well-known songs, such as "Happy Birthday to You" and "The StarSpangled Banner." Each tapper was asked to pick a song and tap out the rhythm to a listener (by knocking on a table). The listener's job was to guess the song, based on the rhythm being tapped. (By the way, this experiment is fun to try at home if there's a good "listener" candidate nearby.)The listener's job in this game is quite difficult. Over the course of Newton's experiment, 120 songs were tapped out. Listeners guessed only 2.5 percent of the songs: 3 out of 120.But here's what made the result worthy of a dissertation in psychology. Before the listeners guessed the name of the song, Newton asked the tappers to predict the odds that the listeners would guess correctly. They predicted that the odds were 50 percent. The tappers got their message across 1 time in 40, but they thought they were getting their message across 1 time in 2. Why?
Is this idea simple? Yes, in the sense that it's short, but it lacks the useful simplicity of a proverb. Is it unexpected? No. Concrete? Not at all. Credible? Only in the sense that it's coming from the mouth of the CEO. Emotional? Um, no. A story? No.
Fortunately, JFK was more intuitive than a modern-day CEO; he knew that opaque, abstract missions don't captivate and inspire people. The moon mission was a classic case of a communicator's dodging the Curse of Knowledge. It was a brilliant and beautiful idea — a single idea that motivated the actions of millions of people for a decade.