Compelling

Relevance
Written By Greg Harbour

Your audience will want a good reason to choose you over your competition – or take action at all – so your headline message will need to include a benefit that’s relevant for them. Insights on your ideal client’s aspirations and problems, and where they overlap with your unique expertise, should drive this decision. While it can be tempting to list features here, an aspirational benefit is proven to usually work better, so save the features list for later in this framework.

 

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Communicate your strengths to get attention and drive action
Message
Communicate your strengths to get attention and drive action
Message

Your message is your defining headline that helps you outperform other contenders, obscurity, and indifference. An effective message should be a refinement of your perspective, tailored to effectively connect, engage, and influence. A message that resonates with your target audience is more likely to get attention, earn the chance to convey your information, and prompt action.

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Message
Greg Harbour

Simplify your expertise to connect with more people and make a bigger difference. Greg utilises decades of creative communication experience to help leaders resolve their innovate, meaningful, comprehensive vision into a clear, compelling, and actionable proposition to reach the right people, motivate action, and create momentum.

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Clear
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Actionable