messaging

Cheerleaders and Communications

Cheerleaders and Communications

Why every good message needs a mate

 

Firstly, a disclaimer.  When I say cheerleaders and communications, I’m not about to recommend adding some pom-poms and razzamatazz to the launch of your next Annual Report, although of course that might be a good idea anyway.  Instead I’m interested in the Cheerleader Effect and its impact on how we communicate our messages.

Why saying ‘trust me’ doesn’t increase trust

Why saying ‘trust me’ doesn’t increase trust

With corporate trust at a low ebb, most businesses are struggling to work out how to increase their reputation.

A few years ago I was working for one such company.  The business had a number of reputation challenges and I remember one day the CMO, faced with ever declining trust numbers, suggested creating a campaign solely to explain why they were a trustworthy business.  Sound like a crazy idea?  I certainly thought so. I tested the messages for them in a poll, they didn’t work well, and the idea was quickly dropped.