How To Make Your Message Stick

HOW TO MAKE YOUR MESSAGE STICK

Every time you speak, adding in context can strengthen your message. Context can be adding any of the following: 

• Data and numbers
• Sharing previous examples
• Adding a human touch

Adding context makes the message more meaningful and impactful.

As a VIP Communications Pass article, we will break down for you exactly what the three points look and sound like so you can apply it to your everyday work. 

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1. DATA AND NUMBERS

When it comes to adding data and numbers, you will want to include as many as you can to bolster your claim.  Including data and numbers adds value to your message.  Without them, your message can lose its credibility.  Data and numbers are hard facts your audience can hold onto.  They are also very memorable. This is an excellent way to get your message to stick. 

For example – if you say that your team is using a new software platform and it is increasing productivity, quantify it. You can say something like, “82% of our team have reported increased efficiency.”  Or, you could say something like, "Those who have used the new software platform, say they save an average of two hours every day. That’s two hours they can use for another task.”

Other examples of data and numbers include:

• Percentages – Percentages are a great way to add context to your messaging. It’s easy to understand and can help paint a picture i.e when you have 10 people using your product and five of them find it to be impactful for their work, that means 50% of users in your test group found it helpful. 
• Ratio – Just like percentages, ratios can also help make your claim more understandable.  So you can say, “you’ve probably heard 9 out of 10 dentists recommend a certain brand of toothpaste….” Sometimes ratios can be more easily understood than a percentage based on the impact you are trying to make. 
• Time – Saving time is extremely important to businesses.  This is because the more time saved, the more time there is for other tasks, and generally more productivity.  So you can say, “We've streamlined our onboarding procedures which saves our trainers a total of five hours each week.” If your product or service has been tested to save time, use that data! Saving your clients or company time is valuable to your audience.
• Money – Let’s face it, money talks.  If your team has been able to save money for the company or its clients, talk about it!  Show the difference in money saved - this data will make your message stick!

Bolstering your message with data and numbers can give your message a lot more credibility. 

 

2. PREVIOUS EXAMPLES

Using previous examples can make complex messages easier to understand. A great way to do this is by verbalizing what is already on the market.

When using an example of something that is already on the market, it is good to keep in mind the following:

• Well-Known – It is a good rule of thumb to use examples that are well known. The reason for this is a well-known example can help give context to your product or service.  It is easier to understand a comparison to a similar business. The key to using previous examples is to make these complex ideas easier to understand. For example, you can say, "we are building a company that will be the Uber of bike-sharing."  Or, "At our company, Soulcast Media, we’re building a communications platform that will be like Netflix, but for communications learning." Because Netflix and Uber are well-known and established companies, using them as an anchor will help make your message a lot more understandable.

• Competitor – If you’re going to use a competitor as your previous example, make sure your business has an edge.  You don’t want to bring the competition into a comparison game if they excel in areas you don’t. For example, if your competitor is another streaming service and they have a lower price point with more viewing options, you won't want to compare yourselves to them. However, if you offer something they don't that is extremely valuable to the consumer, you can reconsider this comparison.

Using previous examples is a great way to get your message to stick. Being able to use a well-known comparison can help you explain more complex ideas which will help your audience remember your message.

 

3. HUMAN TOUCH 

This is where you can put a human face to your message. Adding a human touch can make your message stick because you can draw on human emotions.  When your audience feels a certain way towards you, or your message, they are much more likely to remember it. 

For example, if you have data and numbers from your team who have benefited from using a new data entry system, a great way to add a human touch to this number is to actually reach out to one of those people.  You can have them share their personal story. 

Adding a human touch can include:

• Testimonials – Testimonials are from a person who has used your product or service where they give a few sentences about why they love it. For example, testimonials with a lot of heart can add a human touch and also evoke an emotional response from your audience. If your product or service has changed the lives of your clients, make sure you showcase this!
• Quotes – A quote is a much shorter version of a testimonial.  Something you can easily add to any message to emphasize a point you are trying to make.  The quotes you use should make an impact.  When you are looking for quotes, make sure they are concise and reinforce the point you are trying to make.  For example, if a testimonial includes the quote - "I really liked using xyz service".  This quote isn't going to make the impact you are going for.  However, if there is a quote saying, "Using xyz service has changed my life!  It makes my day-to-day world much easier to live in." That is a quote you want to include.  The second quote shows your audience a changed life - which is very memorable.
• Personal Stories – Personal stories follow a customer on their journey before, during, and after their use of your product or service.  These stories can tug on emotions to convey your intended message. Personal stories are incredibly valuable. These stores can build your credibility and bolster your message to potential investors.
• Success Stories – Success stories generally focus on the great outcome of using your product or service. These stories can be used in your pitch and your marketing efforts. 

How you communicate a message with human touch may sound like this, “We have a customer, named Eric, who was manually inputting numbers into Excel. This took three hours of his time every week. But now that he’s using our software, the work is automated. Now Eric is using his time engaging with his team, and seeing how he can support them."

Using a person or case study makes your message a lot more relatable and engaging. 

The key in adding context is to help bring complicated ideas or new ideas to life. The media will find it a lot more compelling, and viewers and readers will find it a lot more impactful.  

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