The Corporate Ink Report

August 2004

Scenes from the DNC

Now that the Democratic National Convention has ended - and Boston has re-opened for business - here's an insider's view from the wings on opening night.

True, it was a pageant. And as with any pageant, what's happening behind the spotlight is often as interesting as what's happening on the stage.

With that said, the following are our votes for:

Most wired politico: NY State AG Eliot Spitzer managed three separate communications at once: juggling a cell phone, a Blackberry and talking with someone live on a three-minute ride in the elevator.

Biggest irony: Most of the TV cameras panning the crowd were operated by remote control, eliminating those union jobs.

Warmest greeting to a complete stranger: Former Secretary of State Madeleine Albright stopped outside the Clinton suite for a photo. The Rev. Jesse Jackson was a close second.

Most dedicated newsman: Of the network news anchors, Tom Brokaw spent the most time prepping in advance of the 11 p.m. news.

Best moment not seen on TV: FOX News' Bill O'Reilly and NBC's Tom Brokaw laughing together in the NBC booth.

Popularity contest winner: Although she wasn't slated for a speech, Hillary Clinton's reception when she went on stage to introduce Bill Clinton, was by far the loudest and longest of the evening. "Hillary in 2012" is a rallying cry for many in the DNC. Maybe sooner.

Strategies and actions: Let's talk about how we can help you.

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In This Issue

Scenes from the DNC

Messages: Are Yours Working?

Messages: Are Yours Working?

Whether you're reaching out to voters, customers, investors or employees - each audience has its own agenda, and consequently, will hear your message differently.

Understanding what your target group cares about most lets you package your offering for maximum impact, because your top-line message also addresses your listeners' immediate needs.

How do you create messages that are memorable - and drive the desired action?

Tie your value proposition to the highest level of pain.

Many companies inadvertently emphasize messages that are more tactical than they intend - even though they implicitly understand their customers' strategic needs.

Shifting the focus to address market trends and challenges immediately creates a business foundation, backed by the specific advantages of the product. This applies to all forms of outreach.

Keep it tight.

Three core messages provide a solid foundation. Fewer will be insufficient, and more will muddy the water.

Assume you have 60 seconds to get your point across; these one-minute windows continue for the first five minutes. At that point, you've either lost your audience, or earned the right to a longer, more detailed conversation.

Keep it current.

It's surprising how often key messages are buried on a Web site, in recent news releases or pages focused on product updates. Be sure that the homepage's top-line take-away is in synch with your current company positioning.

Create a compelling call to action.

Every exposure to your message should clearly drive action. The next step may be a click-through to your site, endorsing you in print or casting their ballot.

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