Steps for Creating Messages

LSTA Project (FY 2005-2007)
Getting To Yes

Steps for Creating Strong Messages

Step 1

Brainstorm all of your ideas.

Step 2

Pull out three to four key ideas and frame them so they have an emotional appeal that relates to the themes of hope or love.
These will become your main messages.

For example: "Our children need the library every day." {This message appeals to the love most people have for children and the hope that comes from educating the next generation}

Current marketing research suggests that effective messages appeal to one of the four prime emotions experienced by all humans:

Love	Fear
Hope	Hate

It is best to develop library messages which promote the more positive aspects of libraries, or to draw upon the love and hope emotions. Some possible aspects to consider promoting include: hope for the future, love of children, upholding freedom and democracy for all, reliable information sources etc.

Step 3

Create concise talking points to support each key message.

For example:
Our building is used every day
1. Wear and tear has taken a toll
2. Lack of building funds has caused early closings
3. Need funds to repair problems and maintain building

Step 4

Create a common theme to tie the key messages together.

For example:
Campaign Theme: Every Day

Message 1: The community uses the library every day
Message 2: Our children need the library every day
Message 3: Our building is used every day

Step 5

Do any necessary rewriting to make messages concise and easy to remember.

View Sample Messages

Campaign Planning Guide

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