news.cuna.org/articles/116023-craft-an-inspiring-message
Kelly Decker

Craft an inspiring message

4 steps to create communications audiences connect with.

May 15, 2019

When addressing an audience, take a moment to frame your message, make it memorable for listeners, and spur them to take action.

“When you inspire, you move the audience reaction from ‘I have to’ to ‘I want to,’” says Kelly Decker, president of Decker Communications Inc.

She addressed the CUNA Human Resources & Organizational Development Council Conference last month in Anaheim, Calif.

To craft inspiring messages, make sure the message resonates with your audience.

Decker offers a four-step framework to craft messages your audience will find important:

  1. Make it about them. Know your listeners. Who are they? Why are they listening? How can you help them? How do they feel about the subject?
  2. Find your lead. Identify the main point of view. “This is the single phrase you want your listeners to hear that will change how they think or act about the topic.”
  3. Make it concrete. Offer action steps. Give your listeners something to do once they’ve heard your message.
  4. Make them care. Why is your message important? Why does it pertain to your audience? Tell them specifically what’s in it for them.