The document discusses how to effectively communicate messages through using a structure of three core messages: logical, analytical, and emotional. It advocates starting with an "umbrella message" to capture attention and provide context for the three supporting "pillar messages" that follow. These should progress from emotional to logical to analytical, telling a story and providing examples/data to strengthen the key points. An effective message follows this simple three-part structure to be believable, understandable, and memorable for audiences.

1. The Influence
of Messages

2. Power of 3 Messages
1. Logical - it only makes sense.
2. Analytical - facts and data supported.
3. Emotional - the human connection we all
share.

3. Why 3 Messages
• Simple and believable - audiences can
understand and tend to trust.
• Human nature - many of us respond well to 3
clear messages.
• Practical - more than 3 becomes redundant.
• Reality - many spokespeople cannot
remember more than 3.

4. Myth of Mission Statements
“A bunch of guys take off their ties and
coats, go into a hotel room for three
days, and put a bunch of words on a
piece of paper – and then go back to
business as usual.”

5. Myth of Mission Statements
• Phase 1: “Envision the future.” It can’t be
done.
• Phase 2: “Form a mission task force.” Waste of
time of expensive people.
• Phase 3: “Develop a draft statement.” Many
hands make things mushy.
• Phase 4: “Communicate the final statement.”
Hang it on the wall for people to ignore.
• Phase 5: “Operationalize the statement.” Turn
the company into mush.

6. Positioning Messages
• Positioning messages focus on today,
relevance and value in competitive
marketplace.
• Describes - in plain language - what is
distinctive & special about your organization.
• Positioning messages begin with an umbrella
message, a consistent starting point.

7. Umbrella Messages
• Emotional
• Logical
• Analytical

8. Umbrella Messages
• Emotional - human experiences in plain
language.
• Logical - examples of shared experiences
which make sense.
• Analytical - supported by data, facts.

9. The Shape of Messages

10. Get to the Point, First
Get to the Point!
Supporting Examples,
Stories, Data
Summarize

11. This is Boring!

12. Umbrella Message
• Starting point.
• A simple sentence - about 10 words - in plain
language the brings a primary message to
life.
• No adjectives or jargon.
• Build a desire to want to know more.
• Supported by three “pillar” messages.

13. Emotional
• The human experience.
• Might show emotion, an experience.
• Expresses passion.
• Must be relevant and support umbrella
statement.

14. Logical
• A logical claim or statement that is difficult
to challenge.
• Connects with audience because it makes
sense.
• Shared experiences, knowledge, stories.
• Must be relevant and support umbrella
message.

15. Analytical
• Facts, data, evidence, findings of reliable
sources.
• Must be relevant and support umbrella
statement.

16. How it Fits Together

17. Get to the Point, Tell a Story,
Capture Attention
Get to the Point!
Supporting Examples,
Stories, Data
Summarize