A Message Development Process

Chris LeonardC. 484-410-1577

www.linkedin.com/in/chrisleonard1/www.slideshare.net/chris2004x

@chris2004xImages: kelsey_lovefusionphoto

Why craft stories?

1. Achieve objectives with different audiences

2. Modify behavior (typically increase share)

3. Change a belief (e.g. a product that works differently is better)

4. Establish new position

5. Defend a position

Request participation from cross-functional team

1. Brand

2. Creative agency

3. Sales training

4. Legal

The Process

1. Review current messages, issues, opportunities, and strategic objectives for the brand

2. Discuss story structures

3. Brainstorm structures and messages

4. Selection of story structure & component messages

5. Expose stories to customers & optimize

6. Optimize

Brainstorming

1. Divide into Groups: With Roles Defined

2. Brainstorm Story Structures

3. Decide on 4-6 Key General Messages

4. Decide Support Points for Each Key Message

5. Present Small Group Results (10 minutes per group)

Questions we might ask

1. What are the benefits of X by customer type?

2. What are the benefits of X for customer’s customers?

3. What problems can X uniquely solve?

4. What much desired promise can X fulfill?

5. What progressive development does X represent in the evolution of the category?

Criteria for successful stories

1. Persuasive – per objectives that are specific, measurable and pre-set

2. Concise – minimum of ideas and words to meet objectives, no repetitions

3. Clear – no confusions

4. Complete – no missing decision-making information

5. Interesting – at all points

6. Story – structured progression of messages (a beginning, middle, end)

Story types

1.Problem-Solution

2.Promise-Fulfillment

3.Premise-Proof

4.Progressive-Development

5.Command-Comply

Thank you.