Disclaimer: This WOW is not about politics. It’s not an endorsement. It’s a case study in message.
Last week Tom wrote about the simplicity of six words. Over and over again in trainings we are asked, “Can it really be that simple?”
For the past six months I’ve followed that question by asking, “What’s Obama’s message?” 90% of the room, in unison (regardless of affiliation) will say, “CHANGE!”
One word: CHANGE.
It’s a powerful word. It’s a 30,000′ message. It’s CLEAR and SIMPLE.
Watching the primaries you would see other candidates dance all around several key message points inconsistently. Almost every sentence used by Obama related back to the theme of change.
Q: “What you think about XYZ?”
A: “We need to change. If we don’t work together, stop bi-partisan… blah blah blah.”
Regardless of your political beliefs, this is a case study. One person has made it halfway to the White House with a one-word message. One word is not too simple.
Remember, it’s not what you say but what people hear/takeaway/remember. In can be so simple and clear that it can even be one word: CHANGE.
Your message is your frame. Simplify it. Stay in it. Stay on it. Rinse and repeat.
WE SAVE LIVES
WORKING TO END CANCER
FINEST LIBERAL ARTS EDUCATION IN THE COUNTRY
CHANGING THE WAY NONPROFITS FUND THEIR VISIONS
WE HELP KIDS GET TO COLLEGE
As a side note: This morning I read an article, “Obama needs to clarify his message.” What little I’ve read and seen the last few weeks has been about UNITY. It seems to me that it’s not about ‘clarifying the message’ but returning to the 30,000′ message and staying on it, reinforcing of THE 30,000′ MESSAGE that’s worked for the nominee so far: CHANGE. Talking about UNITY is kind of like sending out the message, “We need more unrestricted funds!” No you don’t… you need to save more lives.
WHAT’S YOUR MESSAGE?