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So What and Who Cares: Getting Your Messaging Right
This document discusses improving communications by making messages more relevant. It suggests focusing communications on specific target audiences and addressing what's in it for them, barriers they may face, and making messages timely. The document also recommends creating responsive messages by listening to audiences and being helpful, revealing new insights, and refreshing messages with personality, emotions, and opinions to drive action. The goal is messaging that is rewarding, realistic, real-time, revealing, responsive, and refreshing.
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Similar to So What and Who Cares: Getting Your Messaging Right
So What and Who Cares: Getting Your Messaging Right
- 1. So What? Who Cares? Making Your Communications More Relevant for Today
- 2. Kivi Leroux Miller New Book in the Works!
- 3. We get 3,000 media messages a day. We pay attention to about 52. We positively remember about 4. The rest? So What? Who Cares?
- 4. Quick and DirtyMarketing Plan • Who are we trying to reach? (Or what do we want someone to do?) • What’s our message to them? (Or why should they do it?) • What’s the best way to deliver that message? (Or how do we convince them?)
- 5. Which Comes First: RightMessage or Right People? flickr.com/photos/marktee/5586165599
- 6. What Do WeNeed People to Do?
- 7. Calls to Action SomethingNeeds to Does Your Audience Be Done! Know Where to Begin? flickr.com/photos/fusen/2342290882
- 8. Typical (Ineffective) Callsto Action • Participate • Collaborate • Engage • Buy in • Believe • Promote • Understand • Share • Help • Educate • Support • Network • Be proactive • Connect • Work with us • Partner
- 9. Or No Callto Action At All! We Assume It is Obvious, or Or We Are Maybe That People Are Too Shy to Ask Psychic flickr.com/photos/68726162@N00/
- 10. People Need Direction •They won’t do anything unless we ask. • They can’t get there without a map. flickr.com/photos/liaw/398748129
- 11. Solution 1: ThinkVisually Can you take a photo or video of someone doing it?
- 12. Solution 2: Step1, Step 2 . . . Can you break it down into simple, ordered steps? flickr.com/photos/atoach/2545233155
- 13. Solution 3: Createa Checklist Can you create a short checklist?
- 14. Let’s Work onYour Calls to Action. We want _______________ (group) to ______________________ . (verb/object)
- 15. Who Cares? Let’s Getto the Right People by Segmenting
- 17. Not this one,who doesn’t. If your org likes cranes, you want to focus on this person – who does care!
- 18. Neutral, probably persuadable. Ignore peoplelike this (unless they are organized opposition). Most likely a strong advocate for you. Most likely a friend of your org.
- 19. Everyone should care. But they don’t.
- 20.
- 21. Clients Volunteers Advocates Donors Funders Partners Policymakers Decisionmakers Media Others Who Influence Your Success
- 22. Focus on groups of peoplewho are likely to lean your way.
- 23. Some Possible Groupings: • Demographics? • “Tribes” • Behaviors • Geotargeting • Stages of Change
- 24. Let’s Add Segmentsto Your Calls to Action. We’d like _______ who (group) _________ to _______. (segmenting description) (do what?)
- 25. So What? Start withRewarding, Realistic & Real Time
- 27. Good Marketing: MakingYour Messages Relevant to Others What are you trying to do?
- 28. Gross! Bad Messaging. I don’t care if it’s good for me!
- 29.
- 30. Rewarding: The BenefitExchange • What’s in it for them to follow through? • Often an emotional payoff
- 31. Example: Teens andSmoking • What are the benefits of not smoking? • Do teens care about them? • What DO teens care about? • How can we relate what they care about to not smoking? .flickr.com/photos/21524179@N08/2419469212
- 32. What rewards doyour participants or supporters get for following through?
- 33.
- 34. Realistic: Addressing Barriers • Heart overrules head • Convenient? • Easy or difficult? • Costly ($, time) • Stigma?
- 35. Example: Health Screenings •Most women know they need Pap smears. • So why don’t they get them regularly? • How can we address the barrier in our messaging?
- 36. What barriers should yourmessaging address?
- 37.
- 38. REAL-TIME MESSAGES: Does your message workin the context of the news and everything else you are talking about? flickr.com/photos/katerha/4647339052
- 39. Add These AsWe Discuss . . . • National News • State News • Local News • Seasons and Holidays • Your Programs, Services, Events Schedule • What Else? flickr.com/photos/katerha/4647339052
- 40. What can youdo to make your messages feel more timely?
- 41. So What? Create ContentThat’s Responsive, Revealing and Refreshing
- 42.
- 43. flickr.com/photos/marcinmoga RESPONSIVE MESSAGES: Think of communicating as gift giving.
- 44. Flickr: Brittany G RESPONSIVEMESSAGES: Listen to what your supporters are saying, and respond!
- 45. EARN wanted totalk about home ownership and small business development as a way to help low-wage workers build wealth, but their target audience wanted to talk about student loan debt, thus the creation of MyDebtStory.com RESPONSIVE MESSAGES: Prove you are listening! http://www.nonprofitmarketingblog.com/comments/great_content_forges_great_connections_a_reader_guest_post/
- 46. RESPONSIVE MESSAGES: Be ahelpful human.
- 47. RESPONSIVE MESSAGES: Be ahelpful human!
- 48. How can youlisten and then be a helpful human?
- 49.
- 50. REVEALING MESSAGES: Share New Info orInsights. flickr.com/photos/katemere flickr.com/photos/farleyj/2768941171
- 51. REVEALING MESSAGES: Bringing NewInfo or Perspectives to Light Read the story of this post here: http://www.bethkanter.org/pigs-hsus/
- 52.
- 53. REVEALING MESSAGES: Following Upwith Results Your Donors Made Possible
- 54. REVEALING MESSAGES: Story Arcsthat Take Us Back Stage
- 55. REVEALING: Communications Arcs •Think Must-See TV, Except Now It’s Your Content! • Story Threads Over Weeks or Months • Think Beginning, Middle, End flickr.com/photos/wonderlane/5351266905
- 56. Where are your communicationsarcs? Can you take us back stage?
- 57.
- 58. REFRESHING MESSAGES: Show somepersonality! flickr.com/photos/uggboy/4100732860
- 59. flickr.com/photos/ piccadillywilson REFRESHING MESSAGES: Factsare fine, but emotions drive action.
- 60. flickr.com/photos/noelzialee REFRESHING MESSAGES: Show us the personal side of your work – think You and I/We.
- 61. REFRESHING MESSAGES: Have somefun! “Raum and Moresi, both employees with the nonprofit United Service Organizations (USO), came up with a plan.” You got cookie, so share it maybe?
- 62. REFRESHING MESSAGES: Express an opinion! flickr.com/photos/randysonofrobert/393165345
- 63. How can yoube more refreshing?
- 64. Messaging That DOESWork REWARDING: Benefits are clear. REALISTIC: Barriers are addressed. REAL TIME: REVEALING: Context makes sense. Something new is shared. RESPONSIVE: REFRESHING: We can tell you are The style is authentic. listening.
- 65. What Three Things WillYou Do Differently?
- 66.
- 67. Thank You! flickr.com/photos/flashpackinglife/6844834841
- 68.