This popular presentation reviews the fundamentals to developing a message that sticks. We advocate use of the message box and provide plenty of real-world examples so you can see how it works.

1. Message Development: The Secrets of Crafting a Sticky Message Kathy McShea 2008

9. Does Navigation Inform Message?

10. Topic & Audience Navigation These are not clustered; no parallel construction Top nav is org-centric Augment with a new approach?

11. What is Message? A brief, value-based statement aimed at a targeted audience that captures a positive concept.

15. 30,000 books/year = 7 yrs, reading 24hrs/day 10M tons of newsprint/year = 94 lbs each! Sunday NYT = 4.5 lbs, 500K words, 28 hours to read ! Average Supermarket ? 12,000 items! A Traffic Jam on the Mind

19. Build Your “Message Box” What our opponent says about themselves ( positive : THEM on THEM ) What our opponent says about us ( negative : THEM on US ) T H E M What we say about our opponents ( negative : US on THEM ) What we say about ourselves ( positive : US on US ) U S T H E M U S

26. Control the Conversation IGNORE >> COUNTER-ATTACK ( positive : THEM on THEM ) >> DEFEND ( negative : THEM on US ) T H E M >> ATTACK ( negative : US on THEM ) >> SELL ( positive : US on US ) U S T H E M U S

30. Questions?