Did you know that the average consumer is exposed to as many as 10,000 brand messages each and every day? That’s what the American Marketing Association (1) estimated in 2017. Whew! That’s a lot!
How can we create messages that stand out from the rest? More importantly, how can we create messages that make a difference?
How? By following 5 proven steps. I have created a free downloadable tip sheet available here: https://www.nutritioncommunicator.com/resources listing the 5 steps to create messages that reach, teach, engage, and make an impact.
Step #1 Focus on your audience
Effective messages are created with and for an audience. “Everyone” is not a target audience. Determine who your message is for. Involve your audience and learn what they need and want. Tailor messages so they reach your intended audience, resonate with them, and inspire them to think, feel, and do what the message was created for.
Step #2 Solve a problem
Audiences are searching for solutions. Find out your audience’s pain points, fears, unmet needs, and unreached dreams. Provide answers to their questions and solutions to their problems. Listen to their needs and offer options they can choose from to meet their needs in ways that fit their life, their abilities, and their goals.
Step #3 Speak their language
For a message to be understood and acted upon, it must be in the language of the receiver. Words that are meaningful to the communicator may sound foreign to the audience. Figure out ways to say what you mean using words your audience knows and understands. Say it with heart, not cardiovascular. Simple is best.
Step #4 Support with evidence and examples
An unsupported message lacks credibility. What is the evidence behind your statements? Share facts and findings in ways the audience can relate to and understand. Examples provide context and make messages meaningful. Choose supporting evidence and examples with the audience in mind. Make them relatable.
Step #5 Inspire taking action
The ultimate goal of a message is positive behavior change. Craft your messages to inspire taking action and not simply acquiring knowledge. Provide actionable steps that match your audience’s lifestyle and situation. What does your audience want to achieve? Help them get there!
Think about messages that “work.” They are audience-focused, solve problems and meet needs, use words the audience understands, are well supported, and inspire action. They effectively communicate. Get your free tip sheet. Share it with others: https://www.nutritioncommunicator.com/resources
“The two words ‘information’ and ‘communication’ are often used interchangeably, but they signify quite different things. Information is giving out; communication is getting through.”
Sydney J. Harris
(1) Saxon J. Why Your Customers’ Attention is the Scarcest Resource in 2017. https://www.ama.org/partners/content/Pages/why-customers-attention-scarcest-resources-2017.aspx.
