A message frame is a guide. It informs people where to look, but more importantly, helps them interpret what they see. Every message – whether… Read More
As a communication professional, you need to create compelling content that people want to read. Great content is essential to reach all your target audiences — including… Read More
Features describe a product or service. Benefits describe why those features matter, how they are useful to the target audience, and which attributes make the item more useful… Read More
People’s emotions influence what they buy and other decisions they make. Most people believe their decisions are based on rational analysis of the available alternatives.… Read More
Framing of messages is essential for strong leadership. Frames provide people with a quick and easy way to process information. They are cognitive shortcuts we… Read More
Messaging is the key to achieving impact with communication. Key messages create focus, control, and intensity in influencing your target audiences in campaigns. Key messages… Read More
Headlines are the most important part of any written content. Advertising legend David Ogilvy pointed this out decades ago, and his words are still quoted.… Read More