the message behind the message
DESCRIPTION
Lisa Murray-Johnson and Angela BarnesTRANSCRIPT
The Message Behind the MessageLisa Murray-Johnson, PhD and Angie Barnes, BS
Patient Education
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How are you at Origami?
Southwest Spirit Magazine-Out of the Blue
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Agenda
Disclosure statement:
This presentation is not affiliated with any sponsor, subsidiaries or companies and does
not promote any products or services.
Message Challenges
Message Framing
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34 Gigabyte Diet
11.8 hours of content
100,000 messages a day =
3.6 zettabytes or 10 21 a year
Bohn, R., Short, J., & Lane, P. (2009). How much information? Global Information Industry Center, UCSD.
It comes back to user experience
"You‘ve got to start with the customer experience and work back toward the
technology - not the other way around."
Steve Jobs, May 1997, World Wide Developers Conference
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Deletions, Distortions and Minimization
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So what’s in the secret sauce?
Message design:
• Purposeful and meaningful selection of content (what you say)
• Framing for integration, simplicity and persuasion (how you say it)
• Channel selection that is impactful, relevant and within resources
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10 Tips for Success
Tip # 1: The Hook or “the Why”
What makes you want to eat cake?
Cake? Filling? Frosting? Sprinkles? Overall flavor? Celebration?
Who
Why
How
What
Set up is:• Not optional • Emotionally engaging• Meaningful, perceptual
experience• Reflect process of
understanding
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Tip #2: Connect it to user experience
Behaviors
Attitudes
Beliefs
Values
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Tip #3: How much can you say?
Easily understood Simple progression Quick response Intuitive
One sided—slice of cake new information, novel
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Tip #3: How much can you say?
Show interaction Usability Explore complexity/change
Two-sided—Audience has familiarity, routine, pre-scripted behaviors, complex
Two-sided refutational– Audience disagrees, goes
against beliefs or values, competing message seem easier
Tip #4: How to appeal to multiple audiences
Simple hierarchy Hero spaces for brand
identity Clutter-free design Functional—Actionable Reduce chances of
mistakes/error Feedback
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Tip #5: Create an appealing presence
Similar items go together
Emotional arousal Stimulating/Novel Strong visuals
Cognitive Number of arguments Cohesive/sticky
Reusable/Know what to expect
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Tip #6. The Power of Words
Plain Language: presenting information in a way that makes sense to someone the first time they hear it.
Avoid terms that lack clarity or are confusing
What may be plain to you may not be clear to another.
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Tip # 7. Formatting
How readers read: F or A pattern; H pattern 3 headings or less, consistent style San Serif vs Serif fonts Information Chunking and White Space Active not passive Key call to action
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Tip # 8: Visuals
Stand alone from text Simple Reinforces the
message
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Tip # 9: Infographics and statistics
• Statistics vs personal stories
• Information chunking vs. clutter
• How much is too much?
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Tip #9:by the numbers
Tip # 10: Message recall
More resourcesK. Kellermann. Compliance gaining strategies. http://www.docstoc.com/docs/163603335/64-Compliance-Gaining-Strategies---ComCon-Kathy-Kellermann
Marwell and Schmitt typology.http://faculty.kfupm.edu.sa/mgm/danielm/16%20ways.htm