How to use messaging that works
April 20, 2020
Do you use messaging that works?
What was the UK government’s key messaging during the COVID 19 pandemic?
Can you remember?
Most of you probably remember “Stay at home – Protect the NHS – Save lives”.
Those are the messages that appeared on the lecterns at the daily press briefings, in TV adverts and when health officials or government ministers are interviewed on the radio.
And apparently they worked.
According to news reports, about 85% of the UK population was keeping to the two-metre social distancing rules within a week of the lockdown being announced.
That messaging is working.
Messaging that works
Now step back a moment and look at the goverment’s messages.
Those of you who have taken part in our presentation coaching may recognise some of the techniques being employed. (We didn’t come up with the Government’s messaging, but whoever did was using five tips that we recommend to our clients):
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Boil down your argument to three key messages
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Link those messages into an overall narrative e.g. staying at home leads to saving lives
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Keep the messages short – each of the three messages has at most three words
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Use everyday language, simple verbs, monosyllabic words
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Keep repeating the messages until you are sure that they have landed and are being acted on
The current COVID 19 situation is quite unprecedented in modern times, so it is telling to see the communications tools that governments use when comms is literally a matter of life and death.
Your communications aims are probably more modest, but you can still use the same, proven techniques to create, test and land your own messaging that work.
Create powerful messaging for your business
If you want to polish your messaging, whether in investor meetings, pitches, media interviews or important presentations, get in touch.
We can transform the impact you make. You’ll get fast, effective results.
Call Louise on +44 20 7018 0922 or email louise@benjaminball.com to find out more.
About Benjamin Ball Associates
At Benjamin Ball Associates, we help clients to communicate better.
Over the years the BBA team has coached thousands of senior executives globally to present powerfully. You get access to a transformational toolbox of techniques to help you become a clear, confident communicator.
We’ll help you create a powerful first impression that hooks and engages your audience immediately and we’ll transform you to deliver clearly, confidently and with impact.
Speak to Louise on +44 20 7018 0922 or email louise@benjaminball.com to find out more and discuss your upcoming speech or presentation.
Contact us for a chat about how Benjamin Ball Associates can help you.
Let's talk about your project
Contact us for a chat about how Benjamin Ball Associates can help you.