The Power of Messaging

Home » The Power of Messaging » News » The Power of Messaging

By Virgil Scudder

 

We live in the Age of Communication-instant, global, immediately impactful. Indeed, UPS-the world’s largest and most successful transportation company-has as one of its cornerstones “the effective movement of information.”

Delivery of the message is critical to success. But, shaping the message is no less so. And, failures in the message development process often lead in the failure to communicate. The end product of such failure can range from simple misunderstandings or lost business opportunities to wars and international strife.

What, then, are the key considerations in message development? Why do two speakers of equal delivery skill get vastly different results?

Foremost considerations are clarity and simplicity. Communication is not what the speaker knows or entirely what the speaker says; it’s what the listener takes away. Education is not what the teacher knows but what the student learns. Therefore, all successful communication must be audience-directed rather than communicator-centric.

In oral communication, a limited amount of information is actually retained by the listener. But, the listener often comes away with strong impressions. These impressions lead to perceptions. People act-and react-on the basis of perceptions, not words alone. Americans elect their leaders not on a collection of facts or statistics but on the perception that Candidate A will do a better job than Candidate B. Thus, the words must be crafted in such a manner to achieve the right perceptions and thus the right action or reaction. Perceptions translate to action, reaction, or inaction. The words are merely the building blocks.

A good example is seen in UPS’s excellent television advertising campaign “what can Brown do for you?” The amount of actual information in the commercials is limited. Little is said about the huge air fleet, the ubiquitous ground fleet, the company’s leadership in logistics, the great size of its global work force, or how many warehouses it can lay its hands on. No, the message is much simpler than that: “what can Brown do for YOU?” So, while the amount of information is limited, the perception is powerful and effective: UPS can solve a wide range of business problems, including the one that is foremost in your mind. This is outstanding advertising-and an excellent demonstration of effective messaging to achieve a clearly defined result.

Effective messaging begins with an analysis of the audience. Who are they? Why are they there? What are their concerns? What are their hopes? How does your message fit into their lives and their work? In short, what does your program or your report mean to them?

Thus, a CEO reporting on a year’s performance will have widely different-though not contradictory-message points to different audiences. In addressing securities analysts, the CEO may stress such items as the company’s increasing revenues, its paydown of its debt and the fact that he or she has trimmed the work force. The key messages to shareholders may be the increasing stock price, the continuing payment of dividends, and the success of the company’s new products. To workers, the key points may be commendation for a successful year, the need to increase productivity to increase bonuses and preserve jobs, and the importance of working even smarter and harder to beat increasing competition. Three audiences; three similar but related messages, each tailored to be most relevant to that particular audience.

What were the company’s key messages to Teamster employees of UPS during last year’s contract negotiations? They were that UPS was the largest employer of Teamsters and thus the futures of the company and union members were closely linked; that UPS had to have contracts that would both reward workers and allow UPS to remain competitive with non-union competitors; and that more packages meant more Teamster jobs (conversely loss of packages to lower-cost competitors would cost jobs). The message was skilfully tailored to its audience and well delivered. The result was the successful conclusion of contract negotiations without a strike. This was an excellent demonstration of the power of effective messaging.

Note the clarity and simplicity of those messages. The language is clear and direct. The points are easy to understand. They speak directly to the interests and concerns of the labour force-job security, better pay, and a bright future.

Another key factor is that there were not ten, or twelve, or twenty points that were constantly reiterated. There were three. This is a key element of communication. People can understand, remember, and relate to three points. Thus, we try to frame our positions with three simple headline points that can then be expanded and elaborated upon as appropriate. But, the audience should always go away understanding, appreciating, and being motivated by those three summary points.

Another key factor in successful communication is taking the pulse of the audience.

What is their level of knowledge of the subject? What is their level of interest? And, what is their incoming feeling about the positions you will espouse? Until you have measured these factors, you are not ready to begin shaping the messages.

And, never forget this principle: people remember pictures far better than words. Thus, it is important to lace a presentation with visual images. Look at the Brown campaign: the pictures of are real people using UPS to meet a need. The images stick in the mind. They are an important element in selling the concept.

We can also paint pictures with words. Simply saying “for example” can lead a speaker into a spoken illustration that will make his or her points stick in the memory.

So, these are the key factors in successful message development:

  • Simplicity
  • Three key points
  • Direct language
  • Tailoring to the audience’s interests and concerns
  • Creating word pictures

 

To reiterate our most basic point, communication is not what the communicator knows or entirely what that person says. It is what the listener takes away. Adherence to these simple principles and use of the messaging materials we are providing will greatly increase the success ratio in any communication.

263 Comments
  1. Pingback: oral ivermectin cost

  2. Pingback: ivermectin 12mg for sale

  3. Pingback: buy liquid ivermectin

  4. Pingback: ivermectin 6 mg tabs

  5. Pingback: ivermectin 9 mg tablet

  6. Pingback: ivermectin 0.5

  7. Pingback: ivermectin 3mg price

  8. Pingback: what does cialis do

  9. Pingback: hydroxychloroquine lupus

  10. Pingback: cialis over counter

  11. Pingback: hydroxychloroquine for arthritis

  12. Pingback: slovar po psihoanalizu laplansh

  13. Pingback: bahis siteleri

  14. Pingback: stromectol 12 mg

  15. Pingback: ivermectin stromectol where to buy

  16. Pingback: buy stromectol 6mg online

  17. Pingback: generic cialis available in canada

  18. Pingback: how much is cialis at walmart

  19. Pingback: tadalafil at walmart

  20. Pingback: A片

  21. Pingback: ivermectin 3mg online

  22. Pingback: what is in hydroxychloroquine

  23. Pingback: hydroxychloroquine for lupus

  24. Pingback: cenforce-200

  25. Pingback: kamagra 100mg online

  26. Pingback: vardenafil with meals

  27. Pingback: purchase stromectol pill

  28. Pingback: fildena cost

  29. Pingback: What is the 1st symptom of syphilis hydroxychloroquine and psoriasis

  30. Pingback: How do you know if antibiotics are working

  31. Pingback: What are signs of a reaction to antibiotics

  32. Pingback: How to recognise and deal with an asthma attack

  33. Pingback: Can depression make you feel sick and weak

  34. Pingback: What kind of heart disease is hereditary Lisinopril

  35. Pingback: Is turmeric good for liver - Ivermectin dosage for dogs

  36. Pingback: viagra vs Cialis vs levitra: What to do when he is playing you | ScwCMD.com

  37. Pingback: vidalista fildena cheap

  38. Pingback: Azithromycin 250 mg vs z pack: What are the 5 classic signs of inflammation

  39. Pingback: kamagra 100mg frauen - Kann Impotenz wieder verschwinden

  40. Pingback: clomid

  41. Pingback: Qu'est-ce qu'il ne faut pas accepter dans un couple parapharmacie leclerc

  42. Pingback: Quel age a la plus vieille maman pharmacie en ligne fiable

  43. Pingback: mirapex 1 mg

  44. Pingback: femara novartis

  45. Pingback: Why is quality of medicines important?

  46. Pingback: How do you know if he doesn't miss you?

  47. Pingback: ivermectin for humans for sale What is a natural antibiotic for humans?

  48. Pingback: What is Juran Trilogy?

  49. Pingback: How many minutes does it take a man to release sperm?

  50. Pingback: What food can add sperm Kamagra store

  51. Pingback: How many steps is a 15 minute walk tadalafil for sale online

  52. Pingback: Pourquoi la famille est une source de bonheur sildenafil 100 mg

  53. Pingback: Should you take antibiotics before or after food ivermectin over the counter

  54. Pingback: What kills infection naturally

  55. Pingback: Can I take amoxicillin for 3 days only

  56. Pingback: Can an infection be cured without antibiotics

  57. Pingback: When should you avoid antibiotics

  58. Pingback: Is anxiety a side effect of antibiotics

  59. Pingback: How many hours between antibiotics 3 times a day

  60. Pingback: What are the top 3 antibiotics

  61. Pingback: Is Ginger a natural antibiotic

  62. Pingback: Do antibiotics weaken your immune system stromectol for scabies

  63. Pingback: vardenafil tablets in india

  64. Pingback: What happens if I don't finish antibiotics

  65. Pingback: levitra tablets 20mg

  66. Pingback: viagra for young men

  67. Pingback: What can I drink to flush infection

  68. Pingback: Which is the safest antibiotic

  69. Pingback: What happens if you take antibiotics without infection

  70. Pingback: Do antibiotics make you tired

  71. Pingback: Should I drink a lot of water with antibiotics

  72. Pingback: How can I boost my immune system after antibiotics

  73. Pingback: Treblab | powerbeats pro wireless earbuds

  74. Pingback: Which foods fight viruses

  75. Pingback: Can you take other drugs with antibiotics - veterinary ivermectin

  76. Pingback: anc earbuds

  77. Pingback: What foods heal stomach lining - buy stromectol 3mg

  78. Pingback: Quelles valeurs transmet la famille treated cialis

  79. Pingback: airbuds wireless earbuds

  80. Pingback: ear buds wireless bluetooth earbuds

  81. Pingback: What are 5 causes of asthma albuterol inhaler directions

  82. Pingback: What are the common inhalers and medicines for asthma ventolin inhaler without dr prescription

  83. Pingback: Does albuterol affect sleep | albuterol sulfate

  84. Pingback: What is one of the 5 major risks of cardiovascular disease lasix blood pressure

  85. Pingback: Does albuterol increase oxygen levels how often can i use albuterol inhaler for asthma

  86. Pingback: What is the life expectancy for someone with COPD ventolin coupons?

  87. Pingback: Which inhaler is best for shortness of breath - ventolin hfa

  88. Pingback: What are the adverse reactions of prednisone side effects of albuterol

  89. Pingback: Can drinking water lower blood pressure chlorthalidone 25 mg generic name

  90. Pingback: Comment etre heureux dans la famille sildenafil avis

  91. Pingback: Comment reconnaitre un homme qui n'a jamais fait l'amour | tadalafil 20mg prix en pharmacie

  92. Pingback: Does anxiety or stress contribute to slow speech - synthroid 50 mcg tab

  93. Pingback: How does chronic exposure to high levels of air pollution increase the risk of heart disease: lipitor side effects for women

  94. Pingback: How long does it take to reverse a fatty liver?

  95. Pingback: What is the difference between Precum and discharge?

  96. Pingback: How many hours in between can you take an antibiotic?

  97. Pingback: How does your body feel after antibiotics?

  98. Pingback: C'est quoi une famille solide tadalafil 5

  99. Pingback: C'est quoi etre de bonne famille viagra online

  100. Pingback: What is the most credible health magazine: buy vidalista

  101. Pingback: What are the signs of impotence in a man | vidalista 20 price

  102. Pingback: Changes in the hair's response to hair care products or treatments, such as reduced effectiveness or increased sensitivity, can be observed in individuals with thyroid deficiency?

  103. Pingback: Does clomiphene increase the risk of ovarian complications or ovarian abnormalities in women with a history of ovarian cysts or surgeries?

  104. Pingback: Can a woman with a history of ovarian surgery still ovulate regularly?

  105. Pingback: How does cholesterol affect the development of heart disease

  106. Pingback: Can cholesterol levels be reduced by consuming olive oil

  107. Pingback: Why do guys play hot and cold - generic Priligy for sale

  108. Pingback: How much does it cost to separate sperm - Dapoxetine testimonials

  109. Pingback: What problems do parasites cause?

  110. Pingback: Which is better for you probiotic yogurt or Greek yogurt?

  111. Pingback: Quelle est la cle du bonheur familial

  112. Pingback: What is the least expensive steroid inhaler for asthma generic albuterol

  113. Pingback: Research and innovation continue to advance breast cancer treatment options is 10 mg Tamoxifen enough

  114. Pingback: What happens in the last minutes before death. duricef 500 mg

  115. Pingback: How can a man tell if he is fertile. levitra manufacturer coupon

  116. Pingback: Why do I constantly get bacterial infections | amoxicillin 500mg for sale

  117. Pingback: What over the counter medications are safe to use during pregnancy medication otc

  118. Pingback: How do you know she's a player | sildenafil 100mg canada

  119. Pingback: coupons for hydroxychloroquine sulfate 200mg | What vitamins should I take with antibiotics

  120. Pingback: Is it OK to take vitamins while taking antibiotics does stromectol kill nits

  121. Pingback: What are 5 causes of asthma | what if i leave ventolin in my car on a hot days

  122. Pingback: Medications and Bladder Control: Regaining Urinary Continence - over the counter type 2 diabetes medication

  123. Pingback: The Art of Medication Management for Enhanced Health Outcomes - otc cialis

  124. Pingback: What is cinnamon good for generic plaquenil cost

  125. Pingback: Is watery sperm healthy vardenafil 10 mg

  126. Pingback: How do people act when they have syphilis - plaquenil 200

  127. Pingback: What is the disadvantage of e prescription

  128. Pingback: How many hours after antibiotics can I drink?

  129. Pingback: Is antibacterial spray harmful buy stromectol online no prescription?

  130. Pingback: Which alcohol is least harmful stromectol over the counter walgreens?

  131. Pingback: What are the signs of a healthy gut?

  132. Pingback: What are the negative effects of drinking apple cider vinegar buy stromectol 6mg online?

  133. Pingback: What are signs that you are drinking too much alcohol ivermectin dosage for scabies?

  134. Pingback: What STD is known as the silent disease stromectol?

  135. Pingback: How do you know if you are naturally attractive ivermectin for humans for sale?

  136. Pingback: What are 4 warning signs of damaged liver dosage of ivermectin for dogs?

  137. Pingback: How is a parasitic infection treated ivermectin dosage dogs?

  138. Pingback: Are there any topical antibiotics ivermectin overdose?

  139. Pingback: What is the most common symptom of a person with infected with parasitic worms where to buy ivermectin?

  140. Pingback: What fruits should you avoid when coughing medicine like symbicort?

  141. Pingback: What not to do with albuterol?

  142. Pingback: Can you get albuterol over the counter?

  143. Pingback: What can I use instead of albuterol?

  144. Pingback: Which is more serious COPD or asthma?

  145. Pingback: how to order prescription drugs from canada?

  146. Pingback: pharmacy technician online certification?

  147. Pingback: Can antibiotics prevent infection in pregnant women Zithromax for dogs?

  148. Pingback: What is the most common STD in males where can i purchase Zithromax?

  149. Pingback: Can antibiotics be used to treat infections in patients with infected biliary stents and cholangitis Azithromycin 600?

  150. Pingback: What age does a man stop getting a hard on cialis vs levitra??

  151. Pingback: How do you know if a man is unhappy with you cialis daily cost??

  152. Pingback: How do you check fertility??

  153. Pingback: What is aphrodisiac used for cialis cost per pill??

  154. Pingback: How does the consumption of certain soy products impact erectile function viagra vs. cialis??

  155. Pingback: Is erectile dysfunction more common in older men??

  156. Pingback: Can erectile dysfunction be a side effect of urethral stricture repair surgery??

  157. Pingback: How can I check my sperm count low at home??

  158. Pingback: Men who are taking medications for erectile dysfunction, such as sildenafil (Viagra) or tadalafil (Cialis), should not take Priligy at the same time.?

  159. Pingback: It is important to store dapoxetine at room temperature, away from heat and moisture. Do not store the medication in the bathroom or near the kitchen sink.?

  160. Pingback: Can I drink tea after antibiotics??

  161. Pingback: Can antibiotics be used for multiple sclerosis??

  162. Pingback: How do you know someone is meant for you Cenforce 50mg cheap??

  163. Pingback: The Latest Advancements in Medicine Bring Hope for Improved Health levitra kaufen.

  164. Pingback: Medications and Men's Health - Solutions for a Happier, Healthier Life stromectol price

  165. Pingback: Why does my boyfriend not stay erect Cenforce 100mg cheap?

  166. Pingback: Addiction Rehabilitation - Healing Beyond Dependency kamagra 100mg review?

  167. Pingback: The Impact of Climate Change on Health ivermectin for horses?

  168. Pingback: How can alternative medicine complement traditional healthcare practices what is Cenforce 100?

  169. Pingback: Medications and Mental Health Empowerment - Breaking Chains, Inspiring Growth vidalista 20mg?

  170. Pingback: Medications and Brain Health - Unlocking Potential, Enhancing Cognitive Function viagra cost per pill?

  171. Pingback: How can you tell a high quality woman Cenforce 25?

  172. Pingback: Does lemon boost sperm Cenforce?

  173. Pingback: How many minutes does it take a woman to release sperm Cenforce?

  174. Pingback: How can I get my husband in the mood at night purchase Cenforce?

  175. Pingback: How are different psychotherapy approaches used to address various mental health concerns vidalista centurion laboratories?

  176. Pingback: vidalista 80 kopen?

  177. Pingback: Medications and Skin Care - Nurturing a Radiant Complexion zithromax 250 mg?

  178. Pingback: Teleaudiology - Expanding Access to Hearing Healthcare vidalista vs cialis?

  179. Pingback: What is the role of community health workers in reducing healthcare disparities ventolin inhaler online?

  180. Pingback: How are digital health applications and medical apps regulated to ensure safety lady-era viagra for women?

  181. Pingback: Medications for Healthy Aging - Promoting Longevity stromectol 12mg online pharmacy?

  182. Pingback: Is your body weaker on antibiotics stromectol 6mg?

  183. Pingback: Medications and Adolescent Mental Health - Supporting Emotional Well-being lipitor 80mg side effects in men?

  184. Pingback: What is the best blood pressure for seniors ivermectin manufacturer?

  185. Pingback: Can erectile dysfunction be a result of radiation therapy for esophageal cancer Cenforce 100 sildenafil citrate?

  186. Pingback: Are there any dangers using an inhaler levalbuterol vs albuterol

  187. Pingback: Is Primatene Mist as good as albuterol ventolin hfa

  188. Pingback: How do doctors test for heart failure buy lasix 100mg

  189. Pingback: Are there restrictions on ordering medications online for mental health conditions can i buy priligy in usa

  190. Pingback: stromectol

  191. Pingback: How do stop your period??

  192. Pingback: What are the effects of chronic use of anabolic-androgenic steroids on erectile function??

  193. Pingback: poxet 90 - How do you check fertility?

  194. Pingback: priligy pills

  195. Pingback: flagyl 500 mg

  196. Pingback: viagra for men over the counter

  197. Pingback: furosemide brand

  198. Pingback: Cenforce 50

  199. Pingback: cipro 500 mg

  200. Pingback: vilitra canada

  201. Pingback: vidalista time to work

  202. Pingback: ciails cost

  203. Pingback: vilitra 60mg price

  204. Pingback: androgel without a prescription

  205. Pingback: testim gel

  206. Pingback: kamagra gold reviews

  207. Pingback: cialis 5 mg or 20mg

  208. Pingback: Is Greek yogurt the same as probiotic buy plaquenil?

  209. Pingback: buy amoxicillin online

  210. Pingback: furosemide 40mg oral

  211. Pingback: Anonymous

  212. Pingback: cenforce

  213. Pingback: is this vidalista black 80mg good?

  214. Pingback: hydroxychloroquine 400 mg

  215. Pingback: prednisolone dosage for dogs

  216. Pingback: amox clav 875

  217. Pingback: lipitor 80 mg daily

  218. Pingback: vidalista 20

  219. Pingback: cenforce 200

  220. Pingback: gebruik vidalista

  221. Pingback: priligy

  222. Pingback: buy sildenafil 50mg without prescription

  223. Pingback: clomid

  224. Pingback: dapox

  225. Pingback: priligy 60 mg vs 30mb

  226. Pingback: clomiphene

  227. Pingback: buy clomid online

  228. Pingback: over the counter substitute for clomid

  229. Pingback: clomid 50mg for female

  230. Pingback: clomid pills

  231. Pingback: over the counter priligy

  232. Pingback: buy priligy in uae

  233. Pingback: kamagra 50mg

  234. Pingback: vidalista

  235. Pingback: vidalista

  236. Pingback: vidalista

  237. Pingback: wixela generic

  238. Pingback: advair diskus 250 50

  239. Pingback: vidalista 10 centurion laboratories

  240. Pingback: cenforce 100

  241. Pingback: Cenforce 100

  242. Pingback: buy cenforce online

  243. Pingback: cenforce 50 mg price in india

  244. Pingback: Sildenafil Generic brands

  245. Pingback: Sildenafil 20 mg vs Viagra

  246. Pingback: Cenforce 100mg amazon

  247. Pingback: vidalista-20 directions

  248. Pingback: seretide spray

  249. Pingback: buy generic Cenforce 50mg

  250. Pingback: kamagra sildenafil

  251. Pingback: clindagel over the counter

  252. Pingback: sildenafil 50mg brand

  253. Pingback: ciprodex eye drops

  254. Pingback: Sildenafil

  255. Pingback: seretide diskus 50/500

  256. Pingback: seretide symbicort

  257. Pingback: sildenafil online order

  258. Pingback: fildena 50mg

  259. Pingback: clincitop cream side effects

  260. Pingback: Sildenafil pill

  261. Pingback: advair diskus 250 50

  262. Pingback: albuterol overdose

  263. Pingback: ivermectol sun pharma