Q. How many messages should we have?
In a presentation or short piece of writing, audiences usually can absorb no more than an introduction, three key arguments and a conclusion. Message development takes this into account through the construction of "message sets" that consist of a core message, supporting messages and related evidence. A core message platform typically consists of three such message sets.

The core message tells your audience what you can do for them and how it relates to their needs. Supporting messages elaborate on key ideas contained within the core message. The evidence provides the necessary proof required to validate the messages. Core messages communicate the key components of your value proposition, or brand positioning, while the supporting messages and evidence allow you to tailor your positioning to specific audiences.

Q. How are messages used?
Core messages may not be repeated word for word, but the meaning behind the messages should be apparent in any communications. The message could be paraphrased in a news article or positioned as an opening statement in a brochure or memo. Core messages provide a framework so your communications won't stray from the points of differentiation you want to share with the audience.

Core messages create an impression in a variety of ways, depending upon how they're applied in communications such as:

• Outline for capabilities presentations
  
• Key points for memos, emails, other correspondence
  
• Talking points for media interviews
  
• Themes for meetings
  
• Content points for reports, white papers, sales collateral

Q. What makes a message effective?
A study of communications methodologies among several multinational corporations and leading communications firms reveals three universal qualities of effective message development:

• Messages apply both rational and emotional appeals to connect with the audience
  
• Messages are connected to a larger business strategy, or brand positioning
  
• Messages are validated by evidence relevant to the audience, e.g. statistics, facts, anecdotes, various testimonials and stories

• Compelling - A compelling message appeals to the audience's interests. The most logical argument, backed with strong evidence, will fail to persuade the audience if it violates their beliefs or neglects to gain their emotional and logical allegiance. A compelling message demonstrates that you share the audience's perspective.

  Compelling messages make a direct connection between the value you offer and what the audience considers important. The goal in crafting a compelling message is to deliver information in which the audience finds immediate value.

• Clear & Consistent - An effective message is created with a clear understanding of what you want to accomplish with the audience:

  To inform (increase knowledge or awareness)
  To motivate (encourage specific action)
  To persuade (think, feel, believe as you do)

  Effective messages should concentrate on one goal at a time. Similarly, each core message should leave the audience with one clear impression. Packing multiple objectives or too much content into a core message dilutes its impact.

• Credible - When you first read a brochure, two questions probably cross your mind: "How important is this topic to me?" and "What do I think of the person or organization who sent it?" Honing the relevance of a message to appeal to specific audience interests is a key element of persuasive communication. Validating your messages with proof makes them credible.

  The following forms of evidence help make messages credible:
  

  • Statistics, facts
    
  • Third-party references
    
  • Anecdotes
    
  • Testimonials, case study references
    
  • Analogies

  Creating a vivid image, usually a picture in words or graphics, will help the audience recall the benefits conveyed in your message.