A major struggle for many CEOs and founders is how to best communicate complex ideas and convey large amounts of information about their business to their stakeholders – and to do it quickly and effectively.
It may come as a surprise that some of the best lessons in this area you don’t need to pull from marketers or branding experts but instead look to the world of politics. Today we’re looking at what we can learn from one such leading political strategist and campaigner, Sir Lynton Crosby of C|T Group.
Over the course of his career, Sir Lynton Crosby has repeatedly underscored his belief in the importance of crafting a compelling message for any campaign. When done correctly, a successful message can help rally and engage supporters, break down complex ideas into easy-to-understand concepts, foster relationships between individuals affiliated with the subject matter and create positive associations with it among outsiders.
According to various interviews of Lynton Crosby in the media, the most important thing in marketing and political campaigns is that the message matters most.
In its simplest form, a campaign’s message defines the idea or goal it wishes to pursue and inform people about. At its core, a campaign’s message should set out what it hopes to achieve. It needs to be concise enough so that anyone reading or hearing it can understand what is being said, and it should resonate with their values and beliefs.
In today’s world, where information is widely available, a compelling message can help a campaign stand out from the rest by providing distinct value to supporters. The clearer and more concise the messages sent out, the easier it is for potential supporters to identify with them. It also makes it easier for an organization to generate a loyal following of supporters who back the cause promoted by the campaign.
“If you don’t have a message that’s relevant to people that connects with what matters to them. You can spend millions on advertising, you can spend millions on direct mail and so forth, but it won’t strike a chord with people, and it won’t have an effect on them and their lives,” Sir Lynton Crosby said in a recent webinar feature.
In addition, a compelling message should break down complex ideas into easy-to-understand concepts that are relevant and applicable to different audiences. This can be done through highly targeted messaging, such as using different language depending on whether you are targeting older or younger generations and adjusting tone based on specific scenarios or life events that people might go through when engaging with your campaign.
When used correctly, an effective message should also help foster relationships between individuals affiliated with a campaign and create positive associations with it among outsiders as well. Through dialogue across different platforms such as social media and traditional local networking events, campaigns can gain exposure and share their messages further than before without significantly increasing the financial or human resources used in running the campaigns themselves.
Finally, Lynton Crosby recommends constantly reviewing the effect you’re having. Measuring success requires looking at metrics such as surveys or polls gathered before & after launching the campaigns; volume & types of feedback received; ratings & reviews given; changes in sales figures; etc. These metrics should serve not only as indicators of effectiveness but also provide insights into how well-crafted messages help separate successful campaigns from those that failed due to a lack of familiarity among audiences or simply not touching upon key points effectively enough for people to remember them easily or recall them at opportune moments needed for success within political races or sales environments alike.