What’s Missing From Your Message

You may have noticed a problem with the age-old “problem/solution” formula for driving action from your messages and marketing: it doesn’t always work! That’s a big issue when your job, and maybe even your business, depends on your content converting customers and clients. Unfortunately, presenting *only* the audience’s problem and your solution misses an important fact about them: your audiences aren’t rational decision-makers, they’re rationalizing decision-makers. In this session, learn to use a simple structure that creates both the logical and emotional transformation you need for content that creates long-term change.

After this session, you'll be able to:

• Apply the three critical message components that lead your audiences to action
• Use those elements to make any message more powerful (and diagnose what might be missing)
• Adapt those elements for any content or messages, no matter the location or length