Messaging
We think words are handy things. We like them a lot. We have found that if they are chosen carefully and placed in the right order they even have the potential of helping us communicate with one another. Some people use a lot of words without really saying anything. We have a word for that too but we can’t use it here.
What we can say is that people connect with stories…real stories told in a compelling way.
Customers today are short on time and long on options so we aim for clarity, brevity, and precision. But don’t be fooled into thinking that brevity equals insignificant or easy. Blaise Pascal, the French philosopher, once said, “If I had more time, I would have written you a shorter letter.” Distilling your message is challenging, and most clients look forward to it about as much as a stick in the eye. But it is essential. And done right, it can be a powerful, game-changing experience.
Here are a few statements that we think every organization should have:
- Purpose / Mission Explain why your organization exists. People want to know what’s in it for them. They’re like that.
- Vision Share your primary goal with others in a way that they can see it too.
- Ten Second Elevator Speech To talk longer than that you’ll need permission.
- Tagline Capture your soul in five words or less.
- Adlines Delight, entertain, arrest, inform, inspire and move people.
