ON MESSAGE Reveals the of Important Tools for Success
SANTA CRUZ, Calif., Oct. 15, 2013 /PRNewswire/ Have you ever wondered why college professors unsuccessfully communicate with statistics and facts while pre-school teachers captivate through stories? How is it that everyone knows the logo for Target but not US Air? Why do CEOs and politicians spend years thinking about what they are going to say when over 90 percent of communication is how things are said? And just what does the 200 year-old Gresham's Law of Information tell us about how to effectively use social media?
In ON MESSAGE: How a Compelling Narrative Will Make Your Organization Succeed, Zach Friend, a policy and communications expert who has worked in the White House, Congress and as a spokesman for the 2008 Barack Obama presidential campaign, draws on his own experience as well as insights from such diverse fields as advertising, psychology, neuroscience, and political science, to answer these questions and show how to develop communications that resonate with the public.
Whether you're a marketing executive, an entrepreneur, or an elected official, the need to craft an effective message is a make-or-break proposition. Apple, Nike, Southwest, and Starbucks are but a few examples of how a compelling message, beginning with a powerful narrative as a foundation, is able to connect with consumers on an emotional level, and thereby gain their trust and loyalty.
Effective communicators understand the power of narrative, emotion, and simplicity, and that having a strong narrative is the basis for all successful business, marketing and political campaigns.
ON MESSAGE provides a step-by-step guide crafting an emotional narrative. Each stage of the communication process narrative, messaging, branding, images, framing, and social media is illustrated with examples of why some strategies succeed and others fail, providing concrete steps for ensuring success The book shows you how to: