When I interned at the Oklahoma State Capitol during college, I licked envelopes. Literally. People actually do that for a living. And I was one of them.
While I licked my 798th envelope my dad was about to teach me one of the biggest lessons of my career. And it would set me on an obsessive path to figure out how to deliver One message to an audience.Communicating one message is essential, whether it’s for an email, a speech, a product launch, a social media plan or a business model.
The one message answers why you do what you do and why it is important to your audience.
My dad was a head lobbyist for a large utility. He was pushing a bill that unregulated his company so they could start selling high-speed internet.
I took a break from my duty of licking envelopes to watch the vote on the House of Representatives floor. We sat upstairs and watched it pass.
This is where the lesson came into play and where my life would be changed forever. As we walked down the capitol stairs, an old reporter ran up to my dad.
He said: “I need some time with you. Does this mean your company will start charging higher fees for your other services?”
My dad’s reply: “This is a great step for our state and for the people of Oklahoma.”
The reporter tried again. “But are you going to charge higher fees for other services?”
My dad put his hand on the seasoned reporter’s shoulder and softly said… almost whispering in his ear… “All I can say is: this is a great day for Oklahoma and Oklahomans. We’re going to be technologically ahead of so many other states.”
Then my dad disappeared down the stairs.
I was amazed how he handled the reporter…but there was more to it.
My dad built an entire campaign around this ONE message and he believed in his heart that this bill would make Oklahoma better.
He propagated this one message in small towns and with legislators across the state. It became his mission to get Oklahomans better technology.
This is how focused he was. He told me that when any piece of paper came across his desk… He looked at it and determined if it could get him closer to his goal.
If it didn’t get him closer, he would ignore it. If it did he added it to his list.
The only way my dad got this laser focus was by having an insane level of clarity.
He knew what he wanted from his audience – or a call to action – and he knew how to say what he wanted in one statement.
About Clear Points Messaging LLC
Clear Points Messaging LLC serves small business in the Dallas, Texas area. Our goal is to upgrade the marketing you are already doing and using. We do this by making clear messages about your business so your audience will immediately understand what you offer them. We like to say we do marketing strategy and brand messaging. Our best work happens when we can help you discover what you customers’ true pain points are and clearly express how you solve them. Once we have a clear message to share, we help you implement it in the marketing you’re already doing.