The Influenceof Messages

Power of 3 Messages

1. 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.

“A bunch of guys take off their ties and coats, go into a hotel room for three days, and put a bunch of words on a piece of paper – and then go back to business 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.

Myth of Mission Statements

• 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.

Positioning Messages

Umbrella Messages

• Emotional• Logical• Analytical

Umbrella Messages

• Emotional - human experiences in plain language.

• Logical - examples of shared experiences which make sense.

• Analytical - supported by data, facts.

The Shape of Messages

Get to the Point, First

Get to the Point!

Supporting Examples, Stories, Data

Summarize

This is Boring!

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.

How it Fits Together

Get to the Point, Tell a Story, Capture Attention

Get to the Point!

Summarize

Supporting Examples, Stories, Data