Message is What People Hear
A message is not necessarily WHAT YOU SAY,
it’s WHAT PEOPLE HEAR.
This is the simplest definition I can offer, taken from Words That Work. It’s Not What You Say, It’s What People Hear. By Frank Luntz.
We’ve been using this definition to make people aware of their message.
What do you want people to hear? (Hint: that you’re changing lives, saving lives or impacting lives.)