{"id":29153,"date":"2013-08-20T07:00:00","date_gmt":"2013-08-20T06:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=29153"},"modified":"2013-08-20T07:18:01","modified_gmt":"2013-08-20T06:18:01","slug":"message-houses-a-technique-to-improve-the-clarity-of-your-core-brand-messages","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/online-brand-strategy\/brand-positioning\/message-houses-a-technique-to-improve-the-clarity-of-your-core-brand-messages\/","title":{"rendered":"Message Houses &#8211; A technique to improve the clarity of your core brand messages"},"content":{"rendered":"<h2>Getting your message across with a Message House<\/h2>\n<p>Message Houses are a simple but effective tool for helping your\u00a0teams stay on message in their marketing communications across different channels. They can be applied not only for general company marketing and brand positioning, but also for other projects (such as events and conferences) and\u00a0even for the messaging of an organization as a whole.<\/p>\n<p>You might have seen Message Houses that look like the one in the\u00a0image below: with an 'umbrella statement' inside the roof, three\u00a0rooms underneath (each containing a different 'core message'), and\u00a0with a first floor full of 'evidence, proof or support.'<\/p>\n<p>Let's call it the 'multi-room Message House'.<\/p>\n<div align=\"center\"><img loading=\"lazy\" decoding=\"async\" style=\"border: 1px solid black;\" alt=\"3-room message house style\" src=\"http:\/\/www.messagehouse.org\/wp-content\/uploads\/2013\/03\/3-room-messagehouse.png\" width=\"431\" height=\"327\" \/><\/div>\n<blockquote>\n<p><em>The idea is to have the contents of your Message House inspire all\u00a0other communications. Consultants like to tell their clients: 'Stay\u00a0inside the Message House, and you'll be safe!'<\/em><\/p>\n<\/blockquote>\n<p>At the <a title=\"Messagehouse group\" href=\"http:\/\/www.messagehouse.org\" target=\"_blank\">Message House Group<\/a>,\u00a0we have developed a simpler Message House style. It features only\u00a0four short messages and places all of them inside a single 'room'.<\/p>\n<blockquote>\n<p><em>The messages are always titled 'big picture', 'utility', 'critics'\u00a0and 'action'.<\/em><\/p>\n<\/blockquote>\n<p>Let's call it the 'single-room Message House'.<\/p>\n<div align=\"center\"><img loading=\"lazy\" decoding=\"async\" style=\"border: 1px solid black;\" alt=\"simpler message house style\" src=\"http:\/\/www.messagehouse.org\/wp-content\/uploads\/2013\/03\/messagehouseorg-messagehouse.png\" width=\"414\" height=\"432\" \/><\/div>\n<p>Here are three reasons why we have arrived at this simpler solution:<\/p>\n<ul>\n<li>\n<h4>1. A structured approach to generating messages<\/h4>\n<\/li>\n<\/ul>\n<p>The multi-room Message House requires users to come up with what\u00a0they deem the three most important core messages for their project.\u00a0I must admit that this was pretty much the way I used to go about\u00a0determining my messages. I\u2019d wonder: 'What\u2019s the most important\u00a0message?' and 'What's the second most important message?' and the<br \/> third-most, and so on.<\/p>\n<p>Instead of just meditating on the notion of importance, and hoping\u00a0that suitable messages will then form in your mind, we now use a\u00a0more structured approach that generates core messages by asking a\u00a0standard set of four questions:<\/p>\n<ul>\n<li><strong>1. 'What\u2019s the big picture?'<\/strong><\/li>\n<\/ul>\n<p>The answer speaks to the vision. Why does the project or product\u00a0matter? It inspires, gives people goosebumps. It points to something\u00a0bigger than us.<\/p>\n<p>'We help you save our planet' is a good example.<\/p>\n<ul>\n<li><strong>2. 'What\u2019s in it for them?'<\/strong><\/li>\n<\/ul>\n<p>This 'Utility Message' gets across what is useful to your audience.<\/p>\n<p>An example: 'Our shaver now lasts three times as long.'<\/p>\n<ul>\n<li><strong>3. 'What is the most likely criticism?'<\/strong><\/li>\n<\/ul>\n<p>Find the answer, and then blunt that criticism with a positive\u00a0message. That\u2019s your 'Critics Message'.<\/p>\n<p>For instance, if critics say, 'this is too difficult,' then your\u00a0positive Critics Message is:''It\u2019s easy.'<\/p>\n<ul>\n<li><strong>4. 'What do you want your audience to do?'<\/strong><\/li>\n<\/ul>\n<p>Call the answer the 'Action Message'.<\/p>\n<p>Often, it will be something like: 'Go to Web site xyz to get a\u00a0discount now.'<\/p>\n<p>(On our Web site you can find <a title=\"messagehouse examples\" href=\"http:\/\/www.messagehouse.org\/examples\" target=\"_blank\">additional Message House examples<\/a>.)<\/p>\n<blockquote>\n<p><em>The four standard questions provide a useful agenda for team\u00a0meetings in which you want to generate messages for a brand or a\u00a0project. We have found that this structured approach leads to better\u00a0messages.<\/em><\/p>\n<\/blockquote>\n<ul>\n<li>\n<h4>2. The value of brevity<\/h4>\n<\/li>\n<\/ul>\n<p>Multi-room Message Houses tend to pack too much information, since\u00a0they encourage you to include proof points, supporting materials and\u00a0evidence into the space on the bottom.<\/p>\n<p>The single-room approach leads to briefer amounts of text by seeking\u00a0only four messages.<\/p>\n<blockquote>\n<p><em>We advise to put proof points, and supporting\u00a0materials such as answers to dicey questions and FAQ-style\u00a0information into separate documents that complement your Message\u00a0House.<\/em><\/p>\n<\/blockquote>\n<p>Here is one reason why such brevity is useful: When you introduce\u00a0the Message House concept to your organization, ideally, it will\u00a0catch on as an organizational habit and elevate the role of\u00a0messaging not just for the project at hand, but in general.<\/p>\n<blockquote>\n<p><em>Keeping\u00a0Message Houses short helps a great deal with creating this habit.\u00a0The shorter they are, the more likely an organization\u2019s staff will like them and keep asking for them.<\/em><\/p>\n<\/blockquote>\n<p>Also, when time is scarce (say, just before a speech or a media\u00a0interview) your spokesperson\u00a0will be more inclined to glance over a\u00a0concise set of messages, as opposed to a densely packed document.\u00a0Simpler Message Houses get used more reliably!<\/p>\n<p>Again, this does not mean you don\u2019t need proof points, supporting\u00a0materials, and the like. But the idea is to put them into separate\u00a0documents so we get the benefit of having one easily digestible core\u00a0document.<\/p>\n<p>Less is more!<\/p>\n<ul>\n<li>\n<h4>3. The practical matter of copy and paste<\/h4>\n<\/li>\n<\/ul>\n<p>This last point may sound mundane, but it matters: The single-room\u00a0Message House template makes it easy to pluck its contents by\u00a0copying and pasting all the messages out of its single room in a\u00a0single step.<\/p>\n<blockquote>\n<p><em>This is useful when you want to send the messages as 'pure text' to someone who cannot or does not want to view them\u00a0inside an attached Word or PDF document.<\/em><\/p>\n<\/blockquote>\n<p>So, there you have it. The three reasons why we use the simpler\u00a0message house approach: Structure, brevity and practicality.<\/p>\n<p>You can <a title=\"messagehouse templates\" href=\"http:\/\/www.messagehouse.org\/download\" target=\"_blank\">download\u00a0a free Message House template and eBook,<\/a> check out <a title=\"messagehousevideos\" href=\"http:\/\/www.messagehouse.org\/videos\" target=\"_blank\">instructional videos<\/a>\u00a0and learn more about our method at <a href=\"http:\/\/www.messagehouse.org\">www.messagehouse.org<\/a>.<\/p>\n<div class=\"postauthor\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" style=\"margin-top: 5px; margin-bottom: 5px; margin-left: 6px; margin-right: 10px; border: 2px solid #808080;\" alt=\"\" src=\"http:\/\/www.messagehouse.org\/wp-content\/uploads\/2012\/09\/marc_fest_photo_120904.png\" width=\"80\" height=\"80\" \/> Thanks to <a title=\"marc fest linkedin\" href=\"http:\/\/www.linkedin.com\/in\/marcfest\" target=\"_blank\">Marc Fest<\/a> for\u00a0sharing his advice and opinions in this post. Marc is founder of <a title=\"the messagehouse group\" href=\"http:\/\/www.messagehouse.org\" target=\"_blank\">The Message House Group<\/a>.\u00a0You can follow him on <a title=\"twitter marc fest\" href=\"http:\/\/www.twitter.com\/marcfest\" target=\"_blank\">Twitter<\/a>\u00a0or connect on <a title=\"LinkedIn marc fest\" href=\"http:\/\/www.linkedin.com\/in\/marcfest\" target=\"_blank\">LinkedIn<\/a>.<\/div>\n<div>\u00a0<\/div>\n<div>\u00a0<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Getting your message across with a Message House Message Houses are a simple but effective tool for helping your\u00a0teams stay on message in their marketing communications across different channels. They can be applied not only for general company marketing and &hellip;..<\/p>\n","protected":false},"author":96,"featured_media":29159,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[340,410],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Message Houses - A technique to improve the clarity of your core brand messages | Smart Insights<\/title>\n<meta name=\"description\" content=\"Message Houses - A technique to improve the clarity of your core brand messages Getting your message across with a Message HouseMessage Houses are a simple but effective tool for helping your\u00a0teams stay on message in their marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/online-brand-strategy\/brand-positioning\/message-houses-a-technique-to-improve-the-clarity-of-your-core-brand-messages\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Message Houses - 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