Message.
Every message must answer the recipient's foremost question, "What's
in it for me?"
Answering that question means getting to know the audience. Who are they exactly? What are their interests and concerns? What do they already know about the company, product or idea? What will make their jobs easier or their lives better?
Effective messages can be discovered where the organization's objectives converge with the recipient's self-interest.
Get the message right and chances of achieving targeted results soar. Get it wrong and no one will notice. Or worse, you'll lose credibility and perhaps the possibility of getting the audience's attention again.
