3 Is a Magic Number

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  • on November 12, 2012 -

3 Is a Magic Number

3 is a magic number!

Whether advising on corporate strategy, presentation skills, media training, or even crisis management, I always like to start out with defining: – what are we trying to say,

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to whom and why?
The first question I often pose is “what are you three key messages?”
The exercise to define these necessitates focus and simplicity – being very clear what we want to say. Clear messaging is paramount for effective communication as it builds a solid foundation for the tactics.
Consider that the average sound bite on the evening news lasts just 10 seconds (often less), and newspaper quotes are seldom more than one or two

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sentences.
Plan your quotes carefully and align them to the key messages. Well-crafted quotes have the potential to make powerful and lasting impressions.
In corporate strategy, consistency of message ensures the “red thread” in all communications.
I always recommend defining no more than three key messages – people remember things in threes (123, ABC etc.). Messages may be for a specific presentation, campaign, or for an organization. To assist in the process I usually facilitate a message workshop attended by key personnel.
Behind the three key messages we develop supporting messages. I often draw these up into a “message tree”
Such a workshop spans several steps including:
• What is the objective for this campaign, presentation, session etc.
• Who is the audience, and what is their need
• Defining the top three messages
• Aligning the messages to audience mindset
• Finding keywords that resonate with the audience
• Creating supporting messages and proof-points (statistics, examples, stories, and sound bites)
• How to brief others on the messages to ensure they re-used consistently
Clear messaging becomes consistent language that will exude through all of your external communication – from speeches and PowerPoint presentations to websites, social media and annual reports.
Being consistent means people will remember more easily. Try it!

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