Connecting with audiences. Moving them to action. A powerful message can accomplish both in a single sentence.

Building that single sentence is, ironically, easier said than done. Too often, an organization’s announcement or campaign revolves solely around them. Their new program, their product, or their idea.

The problem? Audiences are human beings. We’re short on time, attention, and – I say this lovingly – we want to know what’s in it for us.

We must use our one opportunity to reach an audience wisely and connect the dots about why they should care.

How do we do this? Ask yourself the Henrich Communications Four Questions.

1. WHAT ARE MY GOALS?

This question might sound like a no-brainer – easily and obviously answered. Keep reading.

For this messaging exercise, digging down deeper is key.

By the time an organization is ready to make an announcement, for example, you know everything about this project – and everything is too much for your message.

Asking yourself “What are my goals?” forces us to step back from the trees and take in the forest.

Write down the two, three, or four goals we have for this specific communications opportunity – specific things you want your audience to walk away knowing or the actions you want to prompt from your audience.

2. WHO IS MY AUDIENCE?

Here’s another part of crafting a message that is easy to take for granted. Asking yourself to really drill down on who makes up your audience is a critical step to transform standard announcements into messages that resonate.

Who is my audience? Are we targeting one specific demographic or am I reaching out to a broader group? When and how will my audience most likely be receiving my message? As it relates to my line of work, what does this audience typically respond to?

Research and a landscape analysis help here, if available. But that’s not always possible or affordable. Combine what you can find publicly with your anecdotal and professional insights in your field. Write down what you know about your audience’s priorities.

3. WHERE DO MY GOALS AND THE AUDIENCE’S GOALS OVERLAP?

We can’t stop at identifying our goals and identifying our audience’s. Overtly connect the dots in your head and on paper: What part of my goal will my audience be most interested in? Find that overlap.

This means sometimes swallowing pride and understanding that what the internal team considers the most important part of an announcement might not be the first words on the page or out of the speaker’s mouth.

Hook the audience first, whenever possible. Crafting what you want people to know through the lens of how they want to hear it opens their ears. Open their ears and they are more likely to stick with you as you follow up with the rest of your story.

To be clear, this does not mean we patronize the audience or say something that is not true. We’re simply finding a way to elevate an audience’s priorities in a way that’s authentic to your story. That connection moves people to action.

4. WHAT ARE THE POTENTIAL CURVEBALLS?

Wait…we’re not done? Not yet.

This last question – What are the potential curveballs? – is for both quality control and a gut check.

During my 15 years as a news reporter, I often found myself asking these curveball questions – and the difference between leaders and organizations who were prepared and those who were not was obvious and impactful to the audience.

Ask yourself: If I were my audience and read my newly crafted message, what questions would I have? What holes might I poke in this announcement or story? What would I be skeptical about?

Then, you have two options: Do something about it right now…or don’t.

An organization might find it’s appropriate to be proactive and choose language in the message that gets ahead of a potential problem. Other times, the right choice might be to leave your message as-is and prepare for how you’ll handle the curveball when it comes.

Either route makes fair use of this step. The key is to be intentional about whatever step you choose. After all, it’s much easier to hit a curveball when you know what pitch is coming.

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A powerful message can connect with an audience and move them to action.

Asking yourself the Henrich Communications Four Questions while developing that powerful message will best position your campaign to advance your organization’s goals. But you don’t have to do this alone! This is our specialty. Schedule your complimentary consultation today to see how we might work together on shaping and sharing your story!

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