Yesterday, Binyamin (Bibi) Netanyahu, the Prime Minister, delivered arguably the most important speech of his life. The address was focused on three key areas of his policy: Iran and its nuclear capability, the economic crisis and the peace process (both with the Palestinians and the rest of the Arab world at large). Each word was measured and considered before being inserted into the text of his speech.
Bibi had to speak to multiple audiences with various wants and needs: the Americans - wanting to hear how Netanyahu would tackle the settlement issue, where President Obama has stated that no settlement building is allowed (inlcuding "natural growth); the Arabs - would Netanyahu use terminology about a Palestinian State, which he had not done before; the Kensset members outisde of his coalition - to hear if the peace plan would have any difference from what had been laid out by former goverments; and the members of the coalition and people that voted for him - would he stick to his stated beliefs and writings that any Palestinian entity would, in short order, end up as a violent neighbor to Israel.
Though in business, we try to segment our markets, so our messaging can be more conise and clearer, do we analyze and weigh our words in our messages?
Take a press release for example:
Does your heading and sub-head attract the reader, journalist or client?
Do you get your key message(s) across by the end of the first paragraph?
Are you handling too much material in one release?
Is all supporting material (client quote, company executive's quote, analyst quote, etc.) below in the following paragraphs as proofs?
Is there a call to action (maybe the web site, phone number, etc.)?
If you think about every word and how it can be taken by the client or customer, you probably can fine tune your messages for your key market segments.
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