Master Your Message – Refine It.

Welcome to Part 3 of Master your Message, let’s dive straight into the next step – ‘Refining it’.

This week brings together everything you’ve learned so far, helping you refine your message with clarity and simplicity so that you can start to craft your communication, whether that be a pitch, presentation or even a piece of copy. So here’s a brief recap of what we’ve previously covered.

  1. We started out by ‘Defining It’- identifying that one, most important core message and then double checking its worthiness by asking WHY, making sure it was sufficiently rooted in a deep sense of purpose.
  2. Next we ‘Positioned it’ making sure that your message always resonates with your audience’s deepest needs, identifying their problem and then in response, providing the solution. As part of this positioning, we also made sure your message was an authentic expression of you, reinforcing your USP.

This week, we’re bringing it all together!

Once you have a clear definition of your message, based on the most important information you want to communicate and you’ve positioned it within your audience deepest needs, it’s time to ‘Refine it’ so that it is manageable and easy to communicate. We do this by creating a clear, compelling objective.

Creating an objective is actually a popular acting technique. Actors will often give their character an objective in order for them to ‘win the scene’ in other words, to keep them clear on their purpose. In acting the key to creating a compelling objective is to make sure it’s always rooted in two things; a) What your character ultimately wants in the scene and b) What your character must do to the other person in the scene in order to make that happen. This way, the character always has a tangible and measurable goal to work towards as they navigate their way through the scene and crucially a goal that’s success is determined by winning the other person over.

As I’m sure you’ve already figured out, this approach is equally powerful when it comes to communicating your message. The very same principles apply.

By setting a clear compelling objective for your message you’ll achieve the following:

  • Your message will be rooted in your audience rather than yourself
  • It will be active rather than passive
  • It will breathe life into your message and fill it with purpose and intention
  • It will create clarity, consistency, and confidence in your message
  • It will set the tone and intention for your message
  • It will anchor you, providing a constant and trustworthy point of reference, keeping you on track and on point as you craft your communication

TOP TIP: To keep your objective rooted in your audience, try starting with the word ‘To’ and then add a verb that relates to your audience and what you need to do in order to win them over, for example…

To convince… / To persuade…/ To awaken…/ To inspire… /To reassure/ To motivate…/ To educate…/ To challenge etc.  

Not only does this create action plus a clear sense of purpose and direction but it immediately focuses your intention on the other (your audience) and not you.

So now I’d like you to have a go at creating your own objective. Remember…

  1. Use language that excites you, that’s juicy, colourful and resonates with your purpose.
  2. Make sure your objective includes a) What you want and b) What you must do in order to achieve this.
  3. To help, start your objective with “To {insert verb}…”
  4. Keep your objective to one sentence, that can be easily remembered and easily referred to.

Next time we’ll be looking at the final step in this ‘Master your Message’ series where I’ll be sharing with you, how to ‘Package it’! In the meantime, join me over at the CommunicationCampus.co.uk (or if you’re already there leave a comment below) and let’s keep the conversation going!

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