Leadership Messaging Framework

1. Data and Numbers

Utilizing data and numbers in our messaging can help bolster our claim. The data and numbers we use can solidify the message we are trying to send. There are several ways to add data and numbers to our leadership messaging.

Consider the following:

• Percentages – One way we can add data and numbers to our messaging is to quantify our findings using percentages. For example, if our new product will save people time, we can say, “82% of people who have used our product have seen an increase in their efficiency.” Quantifying our findings makes it easier for our audience to understand what we are saying.
• Ratio – Just like percentages, ratios can help make our messaging more understandable.  For example, we 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 we are trying to make. 
• Money – Let’s face it, money talks.  If our team has been able to save money for the company or its clients, we need to talk about it! For example, we can say, “Last quarter, we were able to save the company $50,000 in overhead by switching to the Xyz program.” Our message is much more memorable when we show the impact using hard facts, like money saved.

When we bolster our messaging with data and numbers, it gives our message much more credibility.

2. Previous Examples

Using previous examples can help make complex ideas easier to understand. If our idea takes a lot of explaining, using a known example can help our messaging be clearer.

Consider the following:

• Familiar Example – A great way to use previous examples is to talk about what is familiar, or something already on the market. For example, let’s say we are launching a new product. Our product has a similar framework to another business. We can use the other business to anchor and draw recognition.
• Competitor – If we use a competitor as our previous example, we want to ensure our business has the edge. For example, if our competitor is another streaming service with a lower price point with more viewing options, we won’t want to compare ourselves to them. However, if we offer something they don’t that is extremely valuable to the consumer, we can reconsider this comparison.

Using previous examples is a great way to make more complex ideas easily understood. 

3. Human Touch

This is where we can put a human face to our messaging and thoughts. We can use a human touch to draw on the emotions of our audience. When our audience feels a certain way toward us or our message, they are much more likely to remember it. 

Consider the following:

• Personal Stories – Personal stories follow a customer’s journey before, during, and after using our product or service.  These stories can tug on emotions to convey our intended message. Personal stories are incredibly valuable. These stores can build our credibility and bolster our message.
• Testimonials – Testimonials are from a person who has used our product or service where they give a few sentences about why they love it. For example, testimonials with a lot of heart can add a human touch and evoke an emotional response from our audience. If our product or service has changed the lives of our clients, we need to include it in our messaging.
• Quotes – A quote is a much shorter version of a testimonial.  We can easily add a quote to any message to emphasize the point we are trying to make.  The quotes we use should make an impact.  When looking for quotes, we must ensure they are concise and reinforce the point.  For example, if a testimonial includes the quote – “I really liked using xyz service.” This quote isn’t going to make the impact we are going for.  However, if there is a quote saying, “Using xyz service has changed my life!  It makes my day-to-day world much easier to live in.” That is a quote we want to include.  The second quote shows our audience a changed life – which is very memorable.

Adding a human touch can bring a complicated or new idea to life.

When we use data and numbers, previous examples, and human touches in our messaging, our audience will find it much more compelling and impactful.

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