The Message Formula
In this post, I will be walking you through my formula for expressing your message as a company or as an individual.
It all started 5 years ago when I asked myself one question.
How do people express themselves?
Over the last 5 years, I have been fascinated with the study of self-expression. Over that time span, I have gained an understanding of what it takes to share one’s message and have applied it to the business world.
Step 1. Your message.
The Why behind what you do.
This is what you want your customers to walk away with. It’s the reason you exist at all, your contribution to the world.
A great example of this is Apple. What separates this company from its competitors is its message. Apple Takes the ideas in your head and turns them into reality, pushes the limits, and tests the technology of tomorrow. If you ask any loyal apple owner they will tell you that this is exactly why they chose such a product and is what they intend to do themselves.
Another example of this is Precious Moments. The original artist, Sam Butcher, began as a children’s evangelist, illustrating tracks. Out of these humble means, the drawings and sculptures that we love and hold dear were created. All from the desire of one man to share the gospel message and the moments in life that matter the most.
Finally, we come to my all-time favorite artist, Norman Rockwell. The thing that sets Rockwell’s work apart is the stories behind each painting. It’s true that a picture is worth a thousand words, but this man’s work shares a thousand stories. These stories share his message of heartache, laughter, American pride, and love.
Step 2. Advertising.
How you share your message.
This is where things start to get exciting. Now that you have your message it’s time to share it with the world. This requires a great deal of creativity though.
A classic example of this would be the worldwide recognized brand, Coca Cola. Their obvious message is refreshing fun. You simply can’t have a coke without a smile on your face. This company’s advertising techniques are the same as many others. Tv commercials, digital ads, and a presence in nearly every grocery store in the world. The form this advertising takes though is the key to their success. Take their “share a coke” commercials. Their message of refreshing fun is shown over and over again as the heroes in their ads brighten someone’s day, inspire team spirit, and unite friends simply by sharing a coke.
Another example of this advertising is politics. When running for office, no matter how great or small, the beliefs and promises of the candidate are broadcast in every way possible. The party’s message is the foundation in which these men and women stand. This is a perfect example because it shows how sharing your message is truly a powerful thing. If you can express your thoughts, ideas, and beliefs in a way that others can understand and relate to then you can cause a revaluation for changer.
Finally, we come to one of the most creative forms of advertising, the Kirby salesman. This company not only promises reliable cleaning supplies, they prove it. By walking straight up to your house, knocking on your door and cleaning the dirtiest floor have. Whether you own one of these vacuums or not, everyone knows Kirby simply by how they advertise their message.
Step 3. Draw.
What brings your customers in?
The first two steps are vitally important, but this is where the magic happens. This is going the extra mile by providing your customers with more than just an opportunity to buy your product or service, but to actually become apart of it.
Speaking of magic, what better example than Disney. With the amusement parks of Disneyland and world, this is a company that loves to draw its customers in. Their most recent move though is pure genius. Disney plus offers a whole new level of customer interaction. Becoming a member provides bonuses and endless entertainment for you while giving assurance to the company that you will remain apart of their community.
A smaller-scale example of this would be the non-profit organization, Mount Up Ministry. Colton Walter, a traveling evangelist has discovered a way to share his message while drawing his audience in with his cowboy lifestyle. Through the process of training a wild horse, Colton shares the gospel message by comparing it to the relationship between a trainer and his horse. The draw of this impressive presentation brings people from all walks of life, be they of an agricultural background or not.
Finally, we come to our last example, the Smithsonian’s. These museums have been a source of education for many years, showing how impactful interactive education can be. As you walk through these massive building you will find countless interactive opportunities that take you from being an observer to and participant in your own education.
As seen through these examples, the means of drawing your audience in allows them to become apart of your mission taking it on as their own, thus growing the power of your company and message.
With an understanding of this formula, it is now time for you to share your message with the world. Whether it be through a company or simply you as an individual, we each have a message to share and the power to impact the world.
The question is, what is your message? How will you share it? And what will you use to draw others in?