Message Scorecard
Take a few minutes to assess the effectiveness of your organization's current messages. Rate yourself from 1 to 5 on each question as follows: 1 = Never; 2 = Seldom; 3 = Sometimes; 4 = Often; and 5 = Always. Subtotal each section and calculate your total score. See the Scoring Key for overall effectiveness assessment.

MESSAGE COMPONENTS	SCORE
Audience Insight
Relevance - I know what keeps my target awake at night; our messages address those issues.
Audience Values - Our messages appeal to my target's personal value system.
Barrier Identification - I have identified at least three barriers I must overcome for my target to be receptive to our messages.
Motivation - I know what will motivate my target to be open to our messages.
Problem-solving - Our messages help my target solve an immediate problem.
SUBTOTAL (possible 25 pts.)
Differentiation
Competition - I know what differentiates my organization from competing interests.
Brand Attributes - I have defined three to five attributes that consistently represent our differentiation.
Proof Points - I have several examples of evidence to validate our differentiation.
Visualization - My target can visualize the benefits of that differentiation.
Value Proposition - Our messages always support our value proposition (brand positioning).
SUBTOTAL (possible 25 pts.)
Message Appeal
Language - Our messages are conversational, easy to recall.
Inquiry - My targets ask me to elaborate upon our messages.
Appeals - Our messages appeal to both rational and emotional issues.
Impact - Our messages create a distinct impression.
Criteria - Our messages are compelling, clear and credible.
SUBTOTAL (possible 25 pts.)
Message Execution
Pervasiveness - Our core messages are reflected consistently in all communications.
Acknowledgement - Our messages are repeated or paraphrased by others.
Outcome - My target is taking the action intended by the messages.
SUBTOTAL (possible 15 pts.)
TOTAL (possible 90 pts.)

For insights, see Articles & Tools.

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