message-development-120526848741727-3

Message Development: The Secrets of Crafting a Sticky MessageKathy McShea2008

copyright 2008, Emerald Strategies Inc.

About UsExperience: Chief spokesperson US Senator Carl LevinMedia Director, DC Office, Consumers UnionConsumer Information Director, Dept of Energy Clients:US Air ForceUS House of RepresentativesWorld Bank & IFCFCCCongressional Management Foundation...and othersEmerald Strategies Inc., founded in 2001, is a woman-owned Web management consulting firm that delivers high-impact communications...Our Focus: We make public sector organizations stronger


DOE Message?

THEM: This agency is not working not relevant and should be shut down

US: Put Energy dot gov to work for you!

Subtext: DOE IS working, IS relevant and matters to your life ~ Energy is all around us


USAF Message? THEM: I want to control my content and applications on my own site. Information is hard to find. Its difficult to connect to people. Information is inaccessible when Im away or after-hours.

US: Get on the Same Page at the Air Force Portal. Everyone over 700,000 users. Everywhere at work, at home, deployed. Everyday- 24/7/365.


Does Navigation Inform Message?


Topic & Audience NavigationThese are not clustered; no parallel constructionTop nav is org-centric Augment with a new approach?


What is Message?

A brief, value-based statement aimed at a targeted audience that captures a positive concept.


What Message is NOTProcess or Instructions IS NOT a messageYou dont need a quoteMessages are concepts, broad and general

An Issue IS NOT a messageDont confuse message with issuesIssues can back up messages

A Fact or Alleged Fact IS NOT a messageLook for one-to-one relationships with opponentIts not schools it is learning; its not crime it is safety


Say it Well Be StrategicBE CLEAR: Whats the point?BE CONCISE: Less is moreCONTRAST: Position with a (+) and (-) pairRESEARCH: Chose your words with careVALUES: These words make it stickyPERSUADE: Close the sale: be action-orientedRequirements for a Solid Message


The Product Era (1950s)Build a better mousetrapMe too products create confusionThe Image Era (1960s-70s)BrandingKnockoffs cloud the pictureToday: Its All About Positioning (1980s on)

The Battleground for Your Mind


30,000 books/year= 7 yrs, reading 24hrs/day 10M tons of newsprint/year = 94 lbs each! Sunday NYT = 4.5 lbs, 500K words, 28 hours to read! Average Supermarket? 12,000 items!

A Traffic Jam on the Mind


Being Over-communicated MeansThe mind accepts only what matches prior knowledge or experience

Once a mind is made up, its almost impossible to change it

The average person wont tolerate being told they are wrong

Sensory overload: beyond a certain point, the brain goes blank and refuses to function


The rules of positioningUse comparatives not superlatives >> Avis, we try harder >> 7-up: the un-colaSeek holes in the marketplace whats NOT there use opposites...Get on the same wavelength as the prospect; ignore the sending, concentrate on receivingRe-tie connections: dont create something new, use whats already there


When Positioning : VALUES StickMOST AMERICANS SHARE THE SAME PRIMARY VALUESResponsibility for ones familyCaring for oneselfPersonal libertyHard workSpiritualityHonesty and integrityFairness and equalityAND A SECONDARY SET OF VALUESResponsibility to care for others; personal fulfillment; respect for authority; love of country or culture SOURCE: BELDEN, RUSSONELLO & STEWART


Build Your Message Box


Example... We have given young people a reason to believe, and brought folks back to the polls who want to believe again... We know that the status quo in Washington just won't do. Not this time. Not this year. We can't keep playing the same Washington game with the same Washington players and expect a different result - Sen. Barack Obama (Feb 12, 2008) Potomac Primary Night, Madison, Wisconsin


Example... The point were making overall is that Senator Obamas record as a senator and as a public official is thin...If youre asking an electorate to judge you on your promises and you break them, and on your rhetoric and you lift it, there are fundamental problems with your campaign.Howard Wolfson, Clinton advisor Washington Post, Feb 19, 2008


2008 Primary MessagesHILLARY on HILLARYSolutions/actionBattle-ready/fighterReady day 1/vetted

OBAMA on HILLARYCynicsSame DC game/pastPolarizes/scandalsHILLARY on OBAMA Promises/rhetoricNaive/head in cloudsUntrustworthy

OBAMA on OBAMAYes we can/hopeTime for change/futureUnites/no baggage


To Stay on Message Talk in contrasting pairs and it is more likely to break through to the listenerUse value-words as your preferred vocabulary, emotions sticksUse facts to back up your primary value oriented message but dont lead with factsUse message box as dance-card to get back on message and steer back to your positive box! Respond to critics, punch to reframe on your terms, and go with a positive message. Dont forget the Call to Action


How do you stay offensive?Remember:Its a conversation, with two points of view

Respond (play defense, answer charges)Punch (attack weakness of opponent)Pivot (move conversation to your box)

NOTE: Start with VALUES and move to FACTS....


4 Easy StepsPick topic text analyze primary research

Pick up sticks: find all the good wordsDeconstruct the language of your text top to bottomChoose only value-laden words with punch and impact

Assign a positive or negative to each word

Put em in the right box Be selective; no more than 5 points per box, 3 is better Think contrasting pairs and oppositesPhrases and short-hand are better than sentences


Control the Conversation IGNORE

U S T H E MUS>> SELL(positive: US on US)

>> ATTACK(negative: US on THEM)

THEM>> DEFEND (negative: THEM on US)>> COUNTER-ATTACK(positive: THEM on THEM)


Control the ConversationPOSITIVE BOXListen and validateShare values theirs and yours!Talk about your record

NEGATIVE BOXPunch and pivot; always bridge back to your messageAttack credibility of opponentChange the subject


Frame the DebateStep One: Segment Be aware of who you interact with Customer research: who can say no?Step Two: Target Define your markets, our publicsGet results by concentrating, not splinteringStep Three: Position How do we stand out? Develop policies, practices, programs to satisfy targetsLast Step: Advertise, Sell, Communicate


Making Connections Comparative learning, making connections between one piece of information and another, is a concept from which I derive my first law: You only learn something relative to something you understand.

~ Richard Saul Wurman Author Information Anxiety2


Questions?


Contact Us Kathy McShea Owner & Founder Emerald Strategies, Inc. 202.543.2112 Web Management & Marketing ~ http://www.emeraldstrategies.net Media Training ~ http://www.prclinic.com Join my professional network ~ http://www.linkedin.com/in/kathymcshea


Also, maybe swap out right nav for new menu on home page only move explore, press releases and whats new to key links and middle areas.Also, maybe swap out right nav for new menu on home page only move explore, press releases and whats new to key links and middle areas.

Our destiny will not be written for us, but by us...we can cast off our doubts and fears and cynicism because our dream will not be deferred; our future will not be denied; our time for change has come.

Remarks of Senator Barack Obama: Potomac Primary Night, Madison, Wisconsin, February 12, 2008

Ready day one on the job training

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