Cam Barber talks with Craig Bruce about persuasion - and how to get better at messaging.
Areas covered include:
- Messaging is so pervasive it's like oxygen.
- We make decisions on messaging, NOT facts!
- The vacuum that occurs when you don't have a message hierarchy.
- How a clear message can eliminate anxiety.
- What your message hierarchy might look like.
Examples include:
- BUSINESS: Apple's iPod and iPhone, skin care startup.
- SOCIAL: Climate change, environmental protections.
- SPORT: Media skills, Hawthorn Football Club.
- POLITICS: Trump, Clinton.
- How to get your message remembered.
0:30 Why is Cam so fascinated with messaging?
1:13 What does a good message look like? and what does it do?
3:41 How is messaging used across the spectrum?
6:46 How often do your clients actually have a starting point in terms of what their message is?
9:11 A few clients Cam has worked with that have struggled with messaging.
9:44 Why is that important for a football club or a sporting club to
have a a consistent message?
13:49 Hawthorne project as an example was that an aim or a claim to be the most professional football club?
16:34 Is there a risk around that though because you know most messages you need it to be provable?
21:26 How Cam worked with a star player on messaging?
25:14 Why don't companies spend more time on definitive messaging?
28:33 Messaging in many ways you can call it keywords, but it's not it's not just keywords in many ways will determine what page you land on and stay on.
36:08 [Music]
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