Tag Archives for " Messaging "

Why you matter (without getting all philosophical about it) – SCN Encourager

By Tom Page, SCN Founder | The Encourager

You’re a leader.

You’re a communicator.

You’re a critical cog in a grand cause.

Not a bad reminder that YOU are the message, is it?

Now… if you’re wondering who the heck is John Meese?

Good question.

He’s a young member of Michael Hyatt’s leadership mentoring team.

I think John’s recent 4 minute Twitter video on the Dollar Shave Club’s marketing rebrand contains several steal-able, copy-able, and mimic-able ideas.

You might be surprised to find a few, too.

Now in full transparency.

I must point out that I’m a proud member of the Dollar Shave Club myself.

So, you see –

some clubs will let me in!

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Do you know the all-time most popular radio station? – SCN Encourager

By Tom Page, SCN Founder | The Encourager

Hopefully, you’re a better guesser than I am.

My incorrect answer was WJR 760AM (Detroit).

That was the station I listened to… always enjoying Tiger games called Hall of Famer Ernie Harwell and his partner in the booth Paul Carey.

Really, I can’t imagine a radio station ever being bigger or more popular than WJR.

(And please don’t tell me otherwise, It would totally ruin my childhood!)

Unfortunately, we all must confront hard science and acknowledge who is the all-time most popular radio station.

As it always has been and always will be –

Especially for school communicators hoping to consistently connect the right message at the right time with the right audience.

What’s In It For Me.

It seems whatever the message, sales pitch, or proposal, this is the universal concern.

What’s in it for me?

That’s pretty much it.

We can’t ever forget this fact.

And this whole WIIFM is a fact. you know.

I’m not just making this up!

A Time Magazine research survey awhile back revealed that 40% of the words we use every day are all about OURSELVES.

Did you already know this?!?

That YOU – or in my case, ME – are our #1 most favorite topics.

Now while I wish everyone continually walked around worrying about “What’s in it for Tom?” –

I know that’s never going to happen.

So the purpose of our communication effort must always be about connecting with THEM and their needs, not with our own.

Dang.

I wish I hadn’t come across that Time Magazine study in the first place.

It was immediately deflating.

Now I’m wondering if I can’t help talking about myself 40% of the time –

maybe I’d better start living a less boring and less predictable life!

(And whoa! It may be way too late for that!

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An old book with many takeaways. (But don’t get your hopes up.)

By Tom Page, SCN Founder | The Encourager

Well, what do you know?

C.S. Lewis was right!

Remember, he was the one who said –

“It is a good rule after reading a new book, never to allow yourself another new one till you have read an old one in between.”

And after following his advice over the weekend –

I’ve actually got a useful tip on messaging to pass along your way.

After completing a book on Navy Seals training a few days ago (published 2016), I tackled this 32 year-old gem by communications expert Milo O. Frank.

(Tackled probably overstates the effort required, however… there’s only 116 pages.)

Anyway –

On page 59. Frank added a unique point about “messaging” I had never considered before.

Like you, I’ve heard a zillion times that there are essentially two things you must know well whenever you are composing a message.

#1  You need to know your audience.

#2  You need to be clear about what you’re going to ask them to do.

Nowadays, we’ll even hear #2 dressed up a bit – where it’s described as a CTA, a Call-to-Action.

Gotta have both of ’em.
Don’t we know it!

Of course, Frank totally agrees with this, but he injects a third component.

A winner.

He said frequently – based on what you know or don’t know about your intended audience – it’s often wise to punt on a direct Call-to-Action, and instead, try to spark a REACTION (an emotion of some kind).

Doing so should make your eventual Call-to-Action all the more compelling.

Here’s my interpretation of what Frank meant:

That intended audiences are becoming immune to the strident messages of Buy Now, Enroll Today, Stop In and similar hard-sell pitches.

That by aiming for their hearts first – rather than by quickly going for their wallets or their signatures on a dotted line – we create messages that achieve better results over the long haul.

Those messages could look like these:
• Imaging the fun of taking your family to the fall musical.
• Work alongside new friends in the athletic boosters’ concession stand.
•  Do you know how proud your child is to see you in the audience?  

Anything reaches out with authentic emotion from the get-go.

Frank says that after igniting an intentional reaction,  you can then spell out what should be a more effective Call-to-Action… as then, people will be more eager to hear it.

It was Frank’s “reaction” angle I had never fully thought about before.

But the REACTION first,
CALL-TO-ACTION second
approach has a certain logic behind it.

Now I know what you’re thinking right about now, too.

You no doubt have high hopes I’ll take the title of this book seriously and learn to get my points across in 30 seconds or less.

Well, I hope you won’t react negatively,

But that’s not about to happen anytime soon.

I’m not that good a writer!