Page 158 - The Voice of Authority

are what you write and say. Your reputation with cus-
tomers or colleagues often rests on a single interaction. If
you have somebody else answer your phone, respond to
your e-mails, or write your reports, they’re creating that
impression for you.

Creating Your Message: So What’s Your Point?

You do have one, right? And a purpose? In any communi-
cation—whether a speech, e-mail, report, meeting, cafete-
ria poster, or trade show hospitality suite—identify your
purpose: to inform, persuade, inspire, coach, commend,
warn, entertain, introduce, overcome objections, respond
to concerns, or answer questions.
Once you’ve determined your real purpose, you can
shape your one-sentence message as a road map.

Make Your Message Sticky

Malcolm Gladwell, in his bestseller The Tipping Point,
refers to contagious messages—messages that “catch on”
as they’re passed through the population. They become
memorable because of their simplicity. Consider some of
the most memorable advertising campaigns and political
slogans in recent history:

“Where’s the beef?”
“It’s the real thing.”
“We’ll leave the light on for you.”
“Are we there yet?”
“Just do it!”
“Real men don’t. . . .”
“Show me the money!”

146 The Voice of Authority