LEARN IT
Is your message falling on deaf ears
Debbie says all the right things but her children hear just another request in a long list from their Mom. What Debbie needs is some help to get the children to really listen to her ‘Love Your Veggies’ message. You must think about what influences your audiences and whose opinion they respect or to whom they can relate.
Who can break through?
Debbie’s kids are always talking about how cool the teenage neighbors are, what they’re wearing, what they’re doing. What they say might get her tike’s attention and convince them that it is a good thing that vegetables are on the menu.
Your cause can do the same: although your Executive Director is the leading voice for your cause, someone else could make your point more relevant or compelling because they are not expecting to hear the message from this source. Whether it is an unlikely ally such as a business leader talking about the importance of immigration reform or a trusted source such as Grandmother sharing the need for vaccinations of youth to keep them healthy. The right messenger can make all the difference.
OWN IT
Follow the three steps to choose a core messenger:
1. Clarify who you are trying to reach to accomplish your goal.
2. Determine who and what influences them.
3. Find a messenger who motivates them.
