 Your Message
Your message consists of two parts, both of which are of
equal importance, even though one of them takes up considerably
less space than the other.
Part One:
What exactly do you want to communicate? Is it who you are? Why they should
buy from you? How they can benefit from your services?
Be very clear on exactly what you want to convey to them.
Also, be very careful not to cram too many pieces into your
message — keep it simple and maintain a common theme from start
to finish.
Sometimes it helps to imagine you're in a room with ten other
people, all of whom have essentially the same message for you.
Will you hear this message better if they all shout it at you at
once, or if only one of them presents it to you with intensity
and passon?
Craft your message like a laser, direct and unambiguous. Keep
it concentrated and don't dilute it with other things you want
them to know too.
Part Two:
A message is only effective if the person receiving it does
something with it. You must tell them what you want them to
do when they are done hearing the message. This is your
"call to action," and even if it is only a single sentence, it
is every bit as important as everything that went before. You
should have this clearly in mind before you even begin Part One
above. Every element of your message must prepare your audience
for the call to action. Think of it as the final "nudge" that
transforms an intention into an action.
Now that you've crafted your message, the tools will begin to
sort themselves out, making your choice easier and more
effective.
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