The Message and the Meta-MessageHow to Assess and Control the “Body Language” of Your Communications

Plain Talk in Complex Times, Arlington VA September 26, 2013

Josiah Fisk President, More Carrot LLC Boston

Sounds Great, But What Exactly

Are We Talking About?

EXAMPLE

Message with Conflicting Meta-Message from Actions

The Message

Please stay on the line.

Your call is ver y important to us.

Your call is ver y important to us.

Your call is ver y important to us.

Your call is ver y important to us.

Your call is ver y important to us.

Your call is ver y important to us.

un

Your call

Your call

Your questions

Your call

Your questions

Your problems

Your call

Your questions

Your problems

Your time

Your call

Your questions

Your problems

Your time

You

Your call

Your questions

Your problems

Your time

You

All totally unimportant to us.

Your call

Your questions

Your problems

Your time

You

All totally unimportant to us.

Now what was it you were calling about?

The Meta-Message

Your call

Your questions

Your problems

Your time

You

All totally unimportant to us.

Now what was it you were calling about?

EXAMPLE

Message with Conflicting Meta-Message from Environment

EXAMPLE

Message with Strong Meta-Message Shift over Time

EXAMPLE

Message with its Own Conflicting Meta-Message

Message and meta-message aligned.

Message and meta-message misaligned.

Meta-message turning message on its head.

Result: message not just neutralized, it backfires.

Actually worse than no message at all.

Actually worse than no message at all.

META-MA XIM #1

The meta-message is context’s commentary

on the message.

META-MA XIM #2

The message is completely at the mercy

of the meta-message.

META-MA XIM #3

A communication that has meta-message problems

can be worse than no communication at all.

Message Sent vs.

Message Received

EXAMPLE

Self-Introduction with Desired Message Articulated

Hello. I am a nice guy. You will like me!

Who is this nutjob and

how can I get rid of him?

Hello. I am a nice guy. You will like me!

EXAMPLE

Self-Introduction with Desired Message as a Reaction Goal

Hello. I really liked your

presentation!

Hello. I really liked your

presentation!Hey, he seems

like a really nice guy!

META-MA XIM #4

To get the meta-message right, sometimes you have to change the message.

Learning From The Masters

Recognize this guy?

How about this guy?

The Marlboro Man

The Marlboro Man 1957

1965

Brand name

Brand name

Headline

Brand name

Headline

Feature list

Brand name

Headline

Feature list

Product in use

Brand name

Headline

Feature list

Product in use

Packaging

Brand name

Headline

Feature list

Product in use

PackagingBody copy

Brand name

Headline

Feature list

Product in use

PackagingBody copy

Brand imagery

Product in use

Headline (2-part, includes

brand name)

Product in use

Headline (2-part, includes

brand name)

Product in use

Packaging

Headline (2-part, includes

brand name)

Product in use

Packaging

Body copy (shorter)

Headline (2-part, includes

brand name)

Product in use

Packaging

Body copy (shorter)

Brand imagery (bigger, in color)

Brand imagery

Packaging (only mention of brand name)

Brand imagery

Headline (shorter)

Packaging (only mention of brand name)

Brand imagery

Headline (shorter)

Product in use

Packaging (only mention of brand name)

Brand imagery

Package and brand name barely visible

Brand name big, no headline; surgeon general’s warning added

Brand name tilted and partly obscured.

Image, brand name, product in use.

Image, brand name.

No headline, no features, no body copy.

No headline, no features, no body copy. No packaging, no product in use.

And yet no lack of communication.

Ankara

% of 2nd - 5th graders who recognize Marlboro brand:

Ankara

% of 2nd - 5th graders who recognize Marlboro brand:

92%

Ankara

% of 2nd - 5th graders who recognize Marlboro brand:

92%

Ankara

Source: Tobacco Control, 1998

Q: How well has this worked?

A: We’ll never know for sure.

. . . but we can do some message analysis.

• Sterile

• Sterile• All text

• Sterile• All text• Logic-based

• Sterile• All text• Logic-based• Clunky

• Sterile• All text• Logic-based• Clunky

• Human

• Sterile• All text• Logic-based• Clunky

• Human• Visually rich

• Sterile• All text• Logic-based• Clunky

• Human• Visually rich• Emotion-based

• Sterile• All text• Logic-based• Clunky

• Human• Visually rich• Emotion-based• Alluring

Yeah whatever.

Factual Reality

Life

Factual Reality

Factual Reality

Life Death

Emotional Reality

Death

Emotional Reality

Death Life

Emotional Reality

Stealing From The Masters

Meta-messaging that hijacks rational thought processes.

Messaging that hijacks Marlboro’s meta-messaging.

Created by an ad agency.

Created by an ad agency.

Created by an ad agency.

Created by an ad agency.

Created by an ad agency.

Created by a bureaucracy.

META-MA XIM #5

When you’re up against the manipulative

power of emotions, manipulate back.

META-MA XIM #5

When you’re up against the manipulative

power of emotions, manipulate back.*

*WARNING: Do not try this at home.

Fixing the Meta-Message

EXAMPLE

Consumer Disclosure (TSA)

Boarding Pass Kiosk — TSA Screen

“Redress Number”

“Redress Number”

“privacy impact assessment”

“Redress Number”

“privacy impact assessment”

“published system of records notice”

I sure hope I don’t miss my plane!

. . . 49 U.S.C. section 114 and 49

C.F.R. parts 1540 and 1560 . . .

I sure hope I don’t miss my plane!

“TSA requires you”

“TSA requires you”

“under the authority of ”

“TSA requires you”

“under the authority of ”

“Not providing the information will discontinue your check-in.”

The meta-messages.

We’re totally absorbed in our own reality.

The meta-messages.

We’re totally absorbed in our own reality. We don’t care if you understand or not.

The meta-messages.

We’re totally absorbed in our own reality. We don’t care if you understand or not.

You’re probably a terrorist anyway.

The meta-messages.

The most important meta-message.

We hold the power here.

The most important meta-message.

Original Screen

Simplified Screen

Simplified Screen* *Hypothetical

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Asking for your help

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Goal we all support (and citation is credible)

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Hey, it’s not our idea

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

No big deal

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Same choices, non-threatening presentation

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Helpful tone (vs. “if you don’t believe us” tone)

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Design gives visual prominence to key elements, for speed

To help keep air travel safe, the federal government requires that you tell us your full name, date of birth, and gender.

Questions? Go to tsa.gov.

OK

Cancel Check-In

Design gives visual prominence to key elements, for speed

The new meta-messages.

We know you’re in a hurry so we’ll be brief.

The meta-messages.

We know you’re in a hurry so we’ll be brief. Yes, you have to. But security benefits us all.

The meta-messages.

We know you’re in a hurry so we’ll be brief. Yes, you have to. But security benefits us all.

. . . unless you’re a terrorist, which we assume you’re not.

The meta-messages.

The most important meta-message.

We recognize your concerns.

The most important meta-message.

META-MA XIM #6

Nobody EVER likes to be reminded

that you have more power than they do.

EXAMPLE

Icon-Style Highway Sign

MESSAGE: Picnic area with trees, turn right.

MESSAGE: Picnic area with trees, turn right.

META-MESSAGE: Now doesn’t that look lovely and fun!

OTHER META-MESSAGES:

Maybe you’d like a little break from driving.

OTHER META-MESSAGES:

Wholesome place to bring the family.

OTHER META-MESSAGES:

See, we haven’t completely wasted your tax dollars.

META-MESSAGES UNCLEAR:

Bent trees?

META-MESSAGES UNCLEAR:

High wind area?

META-MESSAGES UNCLEAR:

We don’t know how to draw a tree?

META-MESSAGES UNCLEAR:

Beware of falling trees — enjoy your picnic?

Positive/unambiguous meta-messages.

Negative/unclear meta-messages.

Actual sign

META-MA XIM #7

It’s very easy to miss the flaws in your communications.

Unfortunately, you’ll be the only one who does.

Live Discussion of Examples

EXAMPLE

Customer Promotion Letter

How special is this supposed to make me feel?

EXAMPLE

Coverage Update Letter from Health Insurance Provider

“Quickest and easiest way” for whom? (requires typing 43-character url)

EXAMPLE

Pharmacy Benefits Change Mailer from Health Insurance Provider

Why are you trying to sell me when you’ve already told me

you’re forcing me to buy?

META-MA XIM #8

Overdoing the meta-message isn’t as bad as underdoing it.

It’s worse.

Thank you!

Questions?

less stick