A message about everything is really one about nothing if there isn’t one clear takeaway.
Be specific, not broad.
Barack Obama’s former speechwriter, Sarada Peri, talked to the ‘Communicating with Ros Atkins’ podcast about information hitting its target. Getting this right is the difference between a potential audience seeing themselves in the story, or not, and moving on.
What is it you want to convey?
I look at content and ask myself what is the one message I want to convey? Once determined, the post, article or podcast should be about this one topic. A topic about anything can be a topic about everything.
When people see themselves reflected in a brand’s message, they feel seen and it creates a connection.
Think less about trying to sound smart and more about what you want to achieve.
– Sarada Peri.
Where does your brilliance lie?
The most successful brands focus on one or two things they can help with, are brilliant at, and have authority to talk about. These themes are your brand’s pillars. Stick to them when communicating.
I feel strongly about message specificity, it provides clarity and encourages an audience to stay engaged longer to find out more.