Money sits with people and comes from behavior, behavior stems from belief, and belief shifts with the right message. Every step counts

New may be shiny, but the old is real gold. I wish more people would remember and understand those classic communication frameworks.

[1/…] COMMUNICATION STRATEGY

1. Business is about value exchange. You provide value in the form of a product or service, and in return, you receive money. Ultimately, your goal is to generate money as a measure of your value.

2. All money is held by individuals, either in their personal wallets or corporate accounts. Who is your target audience that could bring you more revenue?

3. Revenue comes from specific behaviors. If you want more revenue, you need new behaviors. What behavior do you need to change or establish?

4. You can’t force people to do things (this is not legal advice). Ads can’t directly change behavior; they work by influencing people’s beliefs. How do consumers currently perceive you? What do they need to know or think about your offer to change their behavior in the desired way?

5. What message or experience do you need to deliver to change their perception?