Creating targeted messages that are relevant and persuasive enough to motivate recipients to take action is worth the effort, because the way a message is framed (how it is put into context or presented) can make all the difference in the world in how that message is received.
The theory is that how something is presented (“the frame”) influences choices people make. For example, “day care” may equate to babysitting in the minds of many people, but “early education” has a much more positive connotation, according to a case study cited in Strategic Communications for Nonprofits:
“…research found that the most powerful frames on this issue linked pre-K to school readiness and better performance in the early grades—a focus on the educational needs of children, not the babysitting needs of their parents.”
Assuming you’ve done your homework so that your messaging is based on solid research rather than a hunch – and that you understand where your target audience is in its thinking, values and beliefs – it’s time to begin carefully choosing words to craft a targeted, attention-getting message.
Using the right words to send the right message to the right audience, through the right communications vehicle at the right time, are all keys to successful messaging.