Yesterday I had the privilege of spending a full day with the product marketing team of a pharmaceutical company to help them identify a fresh set of key messages and more engaging ways to communicate them to the doctors. Many of their products have been around for decades and their biggest challenge is to find new ways to say old things. If you face the same difficulty, heres three quick tips to help you. 1. Invite your colleagues from other functions to join you in the brainstorming session (like the one we did in picture one). They see with a fresh set of eyes and will offer new angles. Alternatively, get a coach which is what they did. As a result of the coaching, they came up with 30 fresh messages to introduce their products and counter key objections. 2. The core message may be the same but you can tell them in fresh and creative ways. One of the scripts I introduced was the Korean drama structure. We had fun reenacting the scenes too. Why Korean drama? Or just movie structure in general? Havent you notice people dont check their phones as much in a theatre? Neither do they go to the bathroom as often? Thats because embedded in the movie is a structure that is naturally engaging and emotional. So we spent the afternoon working on building a story around each of their key message (note: very different from telling stories or testimonials) 3. Put yourself in your listeners shoes and challenge your key messages. As one presents the message, ask questions like so what?, who cares?, whats in it for me? etc As rock sharpens rock, these questions will help you refine your messages and get them laser sharp. Through the process we also found better ways to communicate our ideas. Get To The Point Ok off to Malaysia to get trained! See you all on Sat to celebrate our national day!
Posted on: Tue, 05 Aug 2014 00:42:01 +0000
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