the message behind the message

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The Message Behind the Message Lisa Murray-Johnson, PhD and Angie Barnes, BS Patient Education

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Lisa Murray-Johnson and Angela Barnes

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Page 1: The Message Behind the Message

The Message Behind the MessageLisa Murray-Johnson, PhD and Angie Barnes, BS

Patient Education

Page 2: The Message Behind the Message

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How are you at Origami?

Southwest Spirit Magazine-Out of the Blue

Page 3: The Message Behind the Message

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Agenda

Disclosure statement:

This presentation is not affiliated with any sponsor, subsidiaries or companies and does

not promote any products or services.

Message Challenges

Message Framing

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34 Gigabyte Diet

11.8 hours of content

100,000 messages a day =

3.6 zettabytes or 10 21 a year

Bohn, R., Short, J., & Lane, P. (2009). How much information? Global Information Industry Center, UCSD.

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It comes back to user experience

"You‘ve got to start with the customer experience and work back toward the

technology - not the other way around."

Steve Jobs, May 1997, World Wide Developers Conference

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Deletions, Distortions and Minimization

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So what’s in the secret sauce?

Message design:

• Purposeful and meaningful selection of content (what you say)

• Framing for integration, simplicity and persuasion (how you say it)

• Channel selection that is impactful, relevant and within resources

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10 Tips for Success

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Tip # 1: The Hook or “the Why”

What makes you want to eat cake?

Cake? Filling? Frosting? Sprinkles? Overall flavor? Celebration?

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Who

Why

How

What

Set up is:• Not optional • Emotionally engaging• Meaningful, perceptual

experience• Reflect process of

understanding

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Tip #2: Connect it to user experience

Behaviors

Attitudes

Beliefs

Values

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Tip #3: How much can you say?

Easily understood Simple progression Quick response Intuitive

One sided—slice of cake new information, novel

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Tip #3: How much can you say?

Show interaction Usability Explore complexity/change

Two-sided—Audience has familiarity, routine, pre-scripted behaviors, complex

Two-sided refutational– Audience disagrees, goes

against beliefs or values, competing message seem easier

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Tip #4: How to appeal to multiple audiences

Simple hierarchy Hero spaces for brand

identity Clutter-free design Functional—Actionable Reduce chances of

mistakes/error Feedback

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Tip #5: Create an appealing presence

Similar items go together

Emotional arousal Stimulating/Novel Strong visuals

Cognitive Number of arguments Cohesive/sticky

Reusable/Know what to expect

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Tip #6. The Power of Words

Plain Language: presenting information in a way that makes sense to someone the first time they hear it.

Avoid terms that lack clarity or are confusing

What may be plain to you may not be clear to another.

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Tip # 7. Formatting

How readers read: F or A pattern; H pattern 3 headings or less, consistent style San Serif vs Serif fonts Information Chunking and White Space Active not passive Key call to action

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Tip # 8: Visuals

Stand alone from text Simple Reinforces the

message

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Tip # 9: Infographics and statistics

• Statistics vs personal stories

• Information chunking vs. clutter

• How much is too much?

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Tip #9:by the numbers

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Tip # 10: Message recall

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Thank you, Questions and Discussion?

Contact: Lisa [email protected]

Angela [email protected]

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