Anatomy of a communication message

Many outside observers view communications to members or clients as marketing. Although in a broad sense it is, it is also much more. It is a mass communication for a large number of followers of your organization with a personalized and specific message for each individual. If executed correctly, a communication message is a prescriptive formula designed to engage with those who appreciate you most with the opportunity to increase their love by giving them what they want most from you.

Prescriptive pieces

A message has an ebb and a flow. You can certainly organize a message in any way you choose, as there is technically no wrong answer. However, there are messages that are more successful than others. The goal of the message is to get the customer or member to act. That is: buy, subscribe, register, call or renew. And, to do that, there is a time-tested design. It is formulaic. Definitive. Mandatory. The anatomy of the message is similar to a sandwich with the body of the main message between two action links. The title, after an open tone, precedes the sandwich and a greeting completes it:

QUALIFICATION

Opening release

Action link

Description (body of the main message)

Action link

Closure

Qualification. The title is more of a headline or tagline than the title of a book or manuscript. As is the essence of the message, it must be poured, refined, refined and distilled. Like a headline, this phrase can be centered on the page. Consider doing it in uppercase or uppercase. It can also be bold, italic, use a colored font, or in a larger font than the rest of the message. Don’t be lanky, but make it stand out.

Opening release. The first sentence or two should be clear and concise. It is designed to provide the facts for a quick read. Think of this as the Executive Summary Cliffs Notes with a call to action and just the details necessary for the recipient who was waiting for the message, participated in the past, or is a dedicated super fan, to move on to the action phase. .

Action link. By appearing twice in the message, it can be identical each time, but it can also subtly differ. The action link is a link to the landing page of your website. It’s right after the opening pitch, for those who are already all-in at that point; and, again at the end, for those who needed to know more before taking the plunge. Action Link is literally a link; therefore it should look like a blue font underlined web link or similar trending look. Example: Register now to attend. Gold, Donate today. Gold, Call your legislators to stop this invasion of your business.

Closure. Similar to a professional letter, the final sentence is a signature. You can include a statement of motivation such as: “This is your professional association” or “Customers, like you, are the reason we do what we do. Thank you.” Typically, the message concludes with a signature block from the chairman of the board, the president, or simply the name or logo of the organization.

Landing page

The goal of the message is not necessarily to complete the sale; but, similar to fishing, to put them on the hook. The message does not need to say everything or provide all the details. Do not exaggerate. That is why there is a landing page.

Once the recipient clicks on the Action Link, they should enter a dedicated web page that provides more information on schedules, speakers, prices, photos, videos, specifications, testimonials, etc. and gives them what they need to complete the process. Similar to the message itself, the landing page should be set up as a sandwich with additional action links at the top and bottom of the landing page to take the recipient to registration, order page, donation tools, or the contact form. Among the action links are additional specific details that you think should be passed on.

Don’t include everything under the sun on your landing page. Instead, build the site to include those details on separate pages with navigation tabs, buttons, links, or menus that are used for the recipient to want to know more about those pages.

Call to action

Marketing re-enters the communications equation with the call to action. The secret is that he never left. The whole purpose of the message, its very essence, was to get the recipient to act. The call to action, therefore, must be a clear herald. There should be no doubt in the mind of the reader about what you want me to do. Similarly, there must be a timeliness for the call of this particular message. Even if you plan to send three similar messages in the next 60 days, each one should have a different call. The first could be: “Sign up today for an early bird discount of $ 72.” Middle message: “Space is limited. Confirm your spot now.” And finally, “Last chance. The deadline is today.”

Every now and then a message is truly ‘informational only’ with no request from the receiver other than reading the message to be informed. This is incredibly rare. Even with a scientific article, new best practices, or the announcement of an obituary, we continue to ask the recipient to take steps to study the article, invest in the practices, or remember the death with a donation or by attending a ceremony. .

A formula-based approach to your messages not only increases sales and activity, it also simplifies your communications plan and minimizes the time it takes to perform these essential functions. Most importantly, it breaks the process down into organized, digestible chunks. These pieces (creating the message, designing the landing page, preparing the supporting graphics or videos or the web pages, and writing the copy), can be divided among the team of staff or you can be approached one at a time. long before delivery. day. This organized approach makes your team more efficient while smoothing out panic moments in a constant workflow. Communications are science and art. Make it part of your formula for success.

If you found this article interesting and useful, you may also appreciate the other three articles in this four-part series on communications: Break the noise with your communication, The Goldilocks communication area, Y Do it Your Way: Connecting with Customers and Members.