No matter how you slice it, messages matter!
I also shared the six key points from a FastCompany piece on neuromarketing.
So, here is what I suggested to the CEO to help her task force accomplish its goal:
WARM-UP:1. Features vs Benefits: the Yellow Pencil
- Ask each person to prepare a “sales tool” to convince a neighbor to buy a #2 yellow pencil ... they need to assume the neighbor has never seen a yellow pencil.
1. Questions to ask and/or judge messages by:
- Is it “short, sweet and easy to repeat?”
- Is it actionable?
- Does it convey a key attribute about your association as it is now or as it is envisioned?
Message 1 Message 2 Message 3 Message 4
3. Paint a picture/Create a Collage
- As you begin developing messages, ask the Task Force to “draw a picture” of each of the key messages ... something visual that represents that message.
- Give participants copies of magazines and ask them to create a collage of images, words, fonts, symbols, etc. that reflect the organization.
REFINING:1. As you near completion, ask the Task Force to “convert” each message into a Tweet .... no more than 140 characters (letters & spaces). This helps refine the message to be short, sweet and easy to repeat!
2. Before making the messages final, you may want to conduct formal message testing research or you may want to ask each Task Force member to talk with one non-member or one new member ... read the message and ask that person what they “hear” from the message ... to describe what it means to them. TF member should not prompt responses ... only keep asking “what else does it mean to you?”
- The goal here is to see if there is a difference between what your association is saying and what the audience is hearing