Building Your
Messaging Foundation
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BACKGROUND: Founder, O’Brien Garrett
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Monday On Message Memo
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New Memo every Wednesday on Substack
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Book Coming This Fall!!
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The Premise of My Presentation
Before we turn to copywriting and design, the creative process begins with developing a sound messaging platform.
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You’re Not Ready to Write Until You …
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Make sure you �really know �your material
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You’re Not Ready to Write Until You …
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Make sure you �really know �your audience
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How Well Do You Know Your Audience?
What keeps them up at night?
Where do they get their information?
What words and expressions do they use?
What �makes �them tick?
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The Most Important Question� About Your Audience
Are you connecting your �mission and work to �their personal identity?
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Jane is a tennis player.
Andrew plays tennis.
Which one do you think
is more committed to tennis?
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You’re Not Ready to Write Until You …
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Understand �your audience’s �emotional journey.
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Democratic and progressive audiences�have been on an 18-month �emotional roller coaster
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Examples of Emotional Disconnects
Biden leans into fear-based message about “existential threat to democracy.”
But fear can immobilize audiences �as easily as it motivates them.
Schumer backs off and gives GOP votes to pass budget resolution.
Democrats lean into a “we’ll gain ground in 2026 elections” message
But Dem audiences are desperate to know leaders won’t “roll over and play dead.”
But Dem audiences are looking for immediate pushback and emotional reassurance.
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You’re Not Ready to Write Until You …
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Create a �compelling case �for engagement
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Four Case for Engagement Questions
What problem are you aiming to solve?
What compelling solutions are you seeking to advance?
What role have you created for people to play?
Why is your group the right vehicle?
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The Messaging Choice That Can Define How You’re Judged
What question are you leading your audiences to �ask about your work?
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The Search for Barriers �(and ways to overcome them)
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GOLDEN RULE:�Never raise a barrier �you can’t dispose of.
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You’re Not Ready to Write Until You …
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Clarify your group’s personality, voice, �and stance �
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Eight Organizational Personalities
Bold and Activist
Determined and Reliable
Professional and Trustworthy
Creative and Innovative
Feisty and Risk-taking
Serious and Urgent
Optimistic and Hopeful
Compassionate and Caring
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Adjective
Traditional ___ ___��Bold ___ ___��Caring ___ ___��Feisty ___ ___��Loving ___ ___��Effective ___ ___��Determined ___ ___
Respected ___ ___��
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Three Tests for Your Organizational Identity
What adjectives reflect your personality?
Do your language and images match that personality?
Do the emotions you invoke fit that personality?
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You’re Not Ready to Write Until You …
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Make sure your �storytelling is purposeful and persuasive.
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“We think in story. It’s hardwired in our brain. It’s how we make strategic sense of the otherwise overwhelming world around us.”
Lisa Cron
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“Stories are not only engaging and involving, they are processed in the brain differently than facts and figures are. . . Stories stoke emotion. And emotion drives decisions.”
Nancy Harhut
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The Storytelling Trifecta
An Easy to Tell Story
That Connects to Your Brand Identity
And to Your Reader’s Personal Identity
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When the Unthinkable Happens
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Thank You
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