By Carrie Fox
Think about the last request you made of someone that went unanswered. Maybe it was to a colleague, a potential funder, or a journalist.
Why do you think they didn’t respond?
Maybe the request came in at a bad time. Maybe it was communicated on the wrong platform, buried in an inbox, left on a voicemail that’s rarely checked, or lost in LinkedIn messaging. Or, maybe the message itself was just plain off. Not relevant. Not interesting. Not understood.
According to a recent survey of nonprofit communicators, more than 7 out of 10 nonprofits describe their messaging as feeling “off target,” but those same communicators are at a loss for how to adjust their messages for increased “stickiness.”
The good news is that those who are getting regular (and positive) responses from their requests all have three little things in common with their messaging: they are real, they’re relatable, and they’re repeatable. Great communicators can articulate their requests in such a way that others embrace them freely and actually feel compelled to provide support.
So, where do most communicators go wrong? They bury their own headlines. They bury their why – the reason that this message matters to the reader, and the reason it matters now. Instead of articulating that ask right up front, they bury it in paragraph after paragraph of conversation and copy, rather than simply inverting that conversation and leading with their most important point. By the time the ask is made, the reader is almost always long gone.
What we’ve learned in the last several years of watching how people communicate is that there are three kinds of messages that spur action. And when used in tandem, the power of this message trifecta truly comes to life:
1. Make it Real
If you want someone to do something for you, you’ve got to give it to them straight. That means in plain language. Put the technical speak aside, and speak to your audience as you would speak to a friend. Some individuals believe that the more complex their message, the more impressive. But just the opposite is true. The simpler you can make your messages, the more compelling it will be.
2. Make it Relevant
After 20 years of pitching stories to the media, I’ve gotten pretty used to hearing, “but tell me why THIS story matters.” What’s different about this ask, and why should your audience care? Relevant messages are those that people hold on to; they’re the kind of messages that tap into people’s heads and hearts simultaneously. Relevance is also a vital door opener to any ask, so be sure to show that you’re in sync with what’s happening in the world of your audience, and that you understand where you fit in to their agenda. Do this well, and you’ll find your audience turning into your best advocates and allies.
3. Make it Repeatable
Feed your audience a good story that proves why they should care. Stories help people who are less familiar with your work understand its impact, but they also provide a ready-made vehicle to get others talking. Tell a story that can help to bring the importance of your ask to life, and you’re much more likely to make someone remember it and then repeat it to someone else.
So, to get your next big ask to stick, ask yourself the following before you hit send:
- Is it real? Are my words simple and understandable?
- Is it relevant? Have I made it clear why I’m asking now, and what kind of impact this support could make?
- Is it repeatable? Have I done a good enough job proving myself? Have I included a story or anecdote that reinforces my point in a compelling way?
Nail this messaging trifecta and know that your chances of a positive reply are surely improved.
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