Branding & Messaging

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.

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.

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.

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.”

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?

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?

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.

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.

Here’s something to try… Fill in the following “script” for your idea or message

I’ve been filling your eyeballs with a bunch of information on how to pinpoint your audience based on what questions they’re asking