If there’s one messaging mistake I see more than any other, it’s the one you can see at work in this What’s Missing From this Message Video. What is it? Skipping the steps necessary for people to agree with what you say.
A client asked me the other day for a “reading list” — the books she could read to become a better message-maker and communicator. I did a quick video on my “top three” a while back, but it felt like time to update and expand the list.
There’s a new “What’s Missing From This Message?” video up this week. So, what is missing? A clean, clear path for audiences with different pain points to proceed towards purchase.
Have you noticed this? That just about everyone wants what I’m calling “quaranteeny” virtual presentations these days?
It’s probably the question I get the most, “What IS the Red Thread?” The answer is both simple, and not.
In times of crisis two things are true: Everything seems to be changing Some things never do When you’re the person responsible for figuring out how to make your message relevant in times like these, those two together represent both the problem and the solution.
There’s one barrier every message has to get through for it to succeed: your audience’s brain. It’s why your message needs to be more than just relevant and remarkable, it needs to be resilient, too. It has to be strong enough to survive the beating the average brain is going to give it.
There’s one thing getting the way of the vast majority of messaging: The Persuader’s Paradox. What is that, you ask? Well, it’s like the opposite of the Golden Rule. Instead of “do unto others as you would have them do unto you,” the Persuader’s Paradox goes something like, “do unto others what you’d never want done to you.” The result: in […]
Sometimes what’s missing from a message is… just about everything you need to make sense of it. But how, and why, does that happen?
While we’re in days that all seem to blur together, the things that are different are what stand out. It’s partly why, unlike in The Time Before, I try not to do ANY work on the weekends, and why my husband, Tom, and I have closely observed Cocktail Hour (and yes, these days it deserves Full Capitalization). As […]