We’ve talked before about setting an outcome for your message — that’s what makes your message measurable. It also helps you shape your content.
Branding & Messaging
How to make your message measurable
You put a lot of work into your messages. You spend a lot of time and effort on building, writing and sharing your content, your presentations, maybe even your book.
Can you profit from speaking for free?
I’m obviously a big believer in the power of speaking to drive business, both to and for your business. If you’re in a business (or represent one), there are few opportunities better than a conference stage to get in front of the people you want to hear your message.
Stop writing scripts (and do this instead)
There’s a bit of a rant ahead, but it can be summed up in these 16 words: “It is nothing short of ridiculous to memorize ten words in order to remember one fact.”
3 things you need to know to draft the perfect message
So, you need to draft a message. Sounds simple, right? After all… it’s just a piece of content. It could be an email, or a blog post, or a presentation. So why is it often so hard?
How I decide what work to do, and how.
Have you ever struggled to figure out how to organize your day, or week? Has it ever felt like what you were doing, and how, was *almost* right, but still not there yet?
What’s your problem? Or rather, what’s *theirs*?
You already know your idea — or product or service — is an answer. It’s your answer to a question your audience (or clients or customers) have. You also know that, for some reason, whatever they’re doing now to find that answer isn’t working for them, or isn’t working well.
How do you change (like, REALLY change) a mind?
It’s not much of an exaggeration to say that the success of your marketing and selling efforts — not to mention much of your speaking and writing efforts — depends on how good you are at changing people’s minds.
How to draft the Conversational Case™ for your idea
Here’s something to try… Fill in the following “script” for your idea or message
Does your message need to answer WHY, WHAT NOW, or HOW?
I’ve been filling your eyeballs with a bunch of information on how to pinpoint your audience based on what questions they’re asking