Start with an end in mind
As an approach for all strategic, compelling communications, start with an end in mind. What do you want an audience to think or do differently after receiving your message?
‘Would you tell me, please, which way I ought to go from here’
‘That depends a good deal on where you want to get to,’ said the Cat.
‘I don’t much care where — ’ said Alice.
‘Then it doesn’t matter which way you go,’ said the Cat.
‘ — so long as I get somewhere,’ Alice added as an explanation.
‘Oh, you’re sure to do that,’ said the Cat, ‘if you only walk long enough.
Taken from Alice’s Adventures in Wonderland by Lewis Carroll
When advising clients on crafting compelling communications, there is often a reoccurring issue — a ‘start at the beginning’ attitude without a clear journey’s end. One might wonder, reading the above if Lewis Carroll was ever privy to the inner workings of a communication planning meeting. But, if you don’t have a destination in mind, then you need to be careful of falling down a rabbit hole…
What a person thinks or feels about something, influences what they do. What is it that you want your audience to think or do differently after receiving your message? Do you want to change perceptions in the marketplace? Or, demonstrate your expertise in a new sector? Do you want to build trust with your clients? Or, engage your employees with your new strategy? Focusing on your communication end goal can help you work backward in order to decide the correct medium and messages for your intention.
A vision or plan is only realised if your audience connects with your narrative, has a clear understanding of what is being asked of them and is motivated to act. Before writing your story, consider these three steps:
Step 1:
Be truthful. For your audience to agree with your key messages, you need to make it convincing by showing evidence. Gather those proof points and build the messaging around them.
Step 2:
Be human. Tapping into the emotional aspects of your story makes it more compelling. What do you want your audience to feel? Love, fear, or hate are compelling triggers to act.
Step 3:
Be critical. When constructing your story, look at it through the eyes of your audience. Does it motivate them to act or think in the way you want it to?
Taking a step back and focusing on your end goal, helps you to conceive, craft and communicate more strategically.
Thanks for taking the time to read this. I really appreciate it.
