“KEY MESSAGING”

 

“If your actions inspire others to dream more, learn more, do more, and become more, then you are a leader”

 

John Quincy Adams

 

Assuming you have accepted a leadership role in creating the culture and behavior you desire for your company’s success, you must have a definitive plan to do so. Your company’s success should be by design and not by accident. Therefore, everything you say and do becomes your “Key Messaging” modus operandi. Key messaging is more than just words. It is a belief system, driven by two key ingredients: vision and mission. Your vision is the key ingredient to where you want your company and what you expect it to be. Mission is exactly how you are going to achieve your goals. Mission must be mutually understood before your key messaging will accurately share your company’s direction. Leaders today must take greater care in fulfilling their “key messaging” responsibilities. The following exercise will prove my point.

 

During your next company meeting, distribute blank 3x5 cards to all personnel, along with a # 2 pencil, (if everyone has the same writing utensil anonymity is maintained). Ask everyone to place onto their card their understanding of how you will grow the company, your corporate/company goals, mission statement or whatever you want the target inquiry to be, as succinctly as possible. Allow a maximum of five minutes for the exercise to be completed and collect all the cards. Then read the cards out-loud. If you are envisioning this exercise for your team, ask yourself the following question: “How many of the cards will say the same thing?” When I have posed this question to brokers nationally, the answer has consistently been “I doubt any will match.” Therein lies the impact  “key messaging” can have on your organization. The ultimate test of your “key messaging” abilities is to have all cards say the same thing. The following formula will help you to achieve key messaging prowess.

 

Formula “4 C’s and a D”

 

Applying the “4 C’s and a D” formula to your key messaging efforts will have a positive impact on your personnel and their understanding of where the company is going and how you plan on getting there.

 

Clear

 

There should be no question whatsoever about your plans to grow the company. Maintaining status quo or simply treading water will not drive bottom line results. Further more, it does not create an exciting environment. Each member of your team must thoroughly understand where you are going and their roles/responsibilities in the journey. Clarity of message is critical.  Your message must absolutely be as clear as a bell and leave no room for misunderstandings, misinterpretation or mixed messages.

 

Concise

 

If your key messaging statements are rambling dissertations, culminating in a consensus perception of “what did he say?” you have room for improvement. Key messaging statements are more than “sound bites” but less than many managers/leaders allow today. Stop and think about how concise your key messaging efforts are.

 

Comprehendible

 

The key to this portion of the formula is that your key messaging MUST address how your personnel will benefit. Today’s workforce is filled with immediate gratification seekers. It is therefore imperative that your statements paint benefits in the form of what’s in it for your personnel. For example, which of the following three statements do you think would be the most effective key messaging approach?

 

A. “The long-term success of your career is dependent upon you doing what you must to succeed.” 

 

B.

“The success of this company rests solely with everyone of you who must realize building value is the only way you will build your business and referral income”.

 

 

C. “Building your individual business with a long term “Customer for Life” philosophy is our goal. Only through collective support of our relationship philosophy is this goal possible.”

 

 

The best choice here is “C”. Choice “A” is an open invitation to disaster and choice “B” falls apart after just five words.

 

Your personnel must be able to fully understand where you want the company and how they will succeed by following the expectations you have established. If your message is not understandable and contains no serious “WIIFM” (What’s in it for me) you have room for improvement.

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