4 Elements That Boost Message Relevancy, Engagement, and Response
We all know we should use language our audiences readily understand if our messages are going to have any chance of connecting with them.
We also know that relevancy is key to grabbing and keeping attention.
Nothing new here so far, right?
Allow me to share four elements that, when properly weaved through our messages, heighten understanding, relevancy, connection, engagement, and response…
When our messages speak to our audience members’ values, we gain attention, interest, and engagement we can’t get in any other way.
By sharing messages that connect our audience members’ past experiences to us in a way that shows them we understand them, we can help them avoid pitfalls, or we can help them achieve their desired outcomes. We become allies and desirable traveling partners in their journeys.
Too many messages attempt to get an audience to align with the writer’s or speaker’s vision. This creates a disconnection. When, on the other hand, our messages help our audience members see that we align with their visions, magic happens. This is how we get invited by our prospects, customers, and clients into their worlds. No sales pitches. No overcoming objections. Just pure connection.
To transform our visions into reality, we must act. While calls to action (CTAs) are highly important, they are often about getting what we want as the creators of our messages. When we can articulate our messages such that our audience members see the action(s) they are both able and willing to implement to transform their visions into reality, that’s where both parties win.
Values, Experiences, Vision, Actions: VEVA.
You’ll hear me talk a lot about VEVA as you tune in to my methodology. Understanding and consistently using the VEVA framework in written and verbal communications multiplies positive outcomes. It overcomes hurdles, creates clarity, shortens sales cycles, and nurtures unity and loyalty.
Are you up for a little challenge?
It will be relatively painless, I promise.
Review your website, marketing materials, social posts, and sales approach – anything that qualifies as audience-facing messaging – and look for places where you have addressed these four VEVA elements. You’ll find some even though they may not have been included intentionally.
Now rewrite one of those messages, purposefully weaving all four VEVA elements into the message. Can you see the power it adds? Does it feel more relevant and engaging?
If your marketing messages, sales efforts, and internal communications (yes, this works wonders with employees as well) aren’t delivering the results you’d like, I can assure you without reservation that adopting the VEVA mindset will improve the performance of all your written and verbal communications.
If you’re not sure how to make these updates and you’d like to enjoy the benefits VEVA consistently delivers, I’m here to help. Shoot a message to me and invite me into your team’s conversation. You can reach me through my website (bwpope.com).
I enjoy helping forward-thinking difference-makers get the most out of their communication efforts. Thank you for being a member of this club.
Here’s to greater audience engagement as you implement VEVA into your communications and culture! -Bryan
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Photo by mauro mora on Unsplash