Humanistic: know your audience and don’t just act on your own judgment and assumptions.
Actionable: plan your small, short-term steps that lead you to your bigger vision.
Testable: measure your progress and base your following steps on the results you are getting.
Clarity: clear goals enable success.
Happiness: Choose objectives that matter, both to your company and to your target audience.
Wing 2: Grab Attention
Show what you are doing; translate your intent into buzz-inducing activities
Principles (PUVV acronym)
Personal: Create a personal hook with your audience
Unexpected: Pique the curiosity of your followers by using new information and reframing the familiar
Visual: Use the power of photos and videos, a definite must in the age of social media
Visceral: Trigger the senses: sight, sound, hearing, or taste, and hence unleash the emotions of others.
Wing 3: Engage
Create an emotional connection
Process (TEAM acronym)
1. Tell a story: Compelling, sticky stories to convey critical information
2. Empathize: As you engage, let your audience engage you, and create narratives that spark them to action
3. Authentic: True passion and sincerity can often be more influential and emotionally resonant than superficial pleas
4. Match the media: How and where you say something is as important as what’s being said. Align your message with the context. Remember that the media is the message.
Wing 4: Take Attention
Be a role model and inspire others
Principles (EFTO acronym)
Easy: Yes, making it easy for others will increase your chances of success. Don’t make them leap through hoops
Fun: Use elements of gameplay, competition, humour and rewards to make people “feel like kids” again. If it ain’t fun, nobody will do it
Tailored: Customise the programmes to unique individuals and groups with specific interests or skills for greater impact
Open: Provide your point of view and story, and allow people to act without having to ask for permission.
