How To Make Your Message Stick
Every time you speak, adding in context can strengthen your message. Context can be adding any of the following:
- Data and numbers
- Sharing previous examples
- Adding a human touch
Adding context makes the message more meaningful and impactful.
Remember, it’s one thing to simply say your product, business, or idea is exciting. But when you back up your statement with the right context, your message will be much more credible.
1. Data And Numbers
When it comes to adding data and numbers, this generally means stats to bolster your claim.
For example – if you say that your product has transformed people’s lives, quantify it. You can say something like, “82% who have used our software product, have reported increased efficiency.” Or, you could say something like, ” Those who have used our products, say they save an average of two hours every day. That’s two hours they can use for another task.”
Other examples of data and numbers include:
Percentages – Percentages are a great way to add context to your messaging. It’s easy to understand and can help paint a picture i.e when you have 10 people using your product and five of them find it to be impactful for their work, that means 50% of users in your test group found it helpful.
Ratio – Just like percentages, ratios can also help make your claim more understandable. So you can say, “you’ve probably heard 9 out of 10 dentists recommend a certain brand of toothpaste….” Sometimes ratios can be more easily understood than a percentage based on the impact you are trying to make.
Time – The amount of time your product can help save a company can be very impactful. So you can say, “our product saves consumers an average of 2 hours each day…” If your product or service has been tested to save time, use that data!
Money – Let’s face it, money talks. If your product or service is able to save money – talk about it! Show the difference in money saved when using your product versus not.
Bolstering your message with data and numbers can give your message a lot more credibility.
2. Previous Examples
Using previous examples can make complex messages easier to understand. A great way to do this is by verbalizing what is already on the market.
When using an example of something that is already on the market, it is good to keep in mind the following:
Competitor – If you’re going to use a competitor as your previous example, make sure your product or service has a competitive edge. You don’t want to bring the competition into a comparison game if they excel in areas you don’t.
Well-Known – It is a good rule of thumb to use examples that are well known. The key to using previous examples is to make these complex ideas easier to understand.
For example, you can say, we are building a company that will be the Uber of bike-sharing. Or, our Company, Soulcast Media, we’re building a communications platform that will be like Netflix, but for communications learning.
Because Netflix and Uber are well-known and established companies, using them as an anchor will help make your message a lot more understandable.
In our LinkedIn Learning e-course, Media Relations Foundations, we talk a lot about how to make your message clear and effective for the media. The more understandable your message is – the more likely it will gain the right attention you are hoping for.
3. Human Touch
This is where you can put a human face to your message. For example, in the above example where you said, 82% of people report increased efficiency, a great way to add a human touch to this number is to actually reach out to one of those people. You can have them share their personal story.
Adding a human touch can include:
- Testimonials – Testimonials are from a person who has used your product or service where they give a few sentences about why they love it.
- Quotes – A quote is a much shorter version of a testimonial. Something you can easily add to any message to emphasize a point you are trying to make.
- Personal Stories – Personal stories follow a customer on their journey before, during, and after their use of your product or service. These stories can tug on emotions to convey your intended message.
- Success Stories – Success stories generally focus on the great outcome of using your product or service.
How you can communicate a message with human touch may sound like this, “We have a customer, named Eric, who was manually inputting numbers into Excel. This took three hours of his time every week. But now that he’s using our software, the work is automated. Now Eric is using his time engaging with his team, and seeing how he can support them.
Using a person or case study makes your message a lot more relatable and engaging.
The key in adding context is to help bring complicated ideas or new ideas to life. The media will find it a lot more compelling, and viewers and readers will find it a lot more impactful.
Do you want to learn how to craft a compelling message for the media? Join our private communications group where you can work with our Soulcast Media team on your communications every month!
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