People in your audience can absorb only one message at a time. That’s why your Message Map needs to build around one main message, the heart of your message. The heart of your message is the one thing you want people to know about your brand, your best answer to their question: What’s in it …
To break through to everyone in your audience, use Message Maps to simplify your message. Your messages are most powerful when you speak heart to heart. That’s because people make most decisions emotionally – including buying decisions – whether or not they recognize that. Serving up facts and reasons alone won’t change people’s minds. Marketing …
Here’s a hard question marketers need to ask: What’s the one thing your brand wants to be known for? People will remember only one thing about you. When I first ask marketers this question, most respond with a short list of attributes that make them different from competitors. Marketers want to be known for unique …
When content seems boring, often it’s because the content is too abstract. To get readers to sit up straight in their chairs, spice up your content with concrete language. Instead of describing the world from 40,000 feet, get to work at ground level. Bring the joy of life to readers by tickling all of their …
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I do. If you write, you do. Writers need editors. This blog answers two entwined questions about writers and editors: How can writers become even more effective when working with editors? How can editors work with writers better? Ideally, great writers and editors team up and pull together, instead of working at cross-purposes. Great writers …
When you deliver your brand message consistently, it breaks through and gets remembered by people in your audience. That’s because consistent messages land in your audience’s hearts and minds. It’s especially true when your message maximizes reward and minimizes effort for the audience. Consistency creates a path to credibility To get audiences to trust your …