Every day your students are exposed to a plethro of communications radio, TV, newspapers, and social media all carrying commercial messages that keep their minds engaged, and at times confused. Students receive off-and on-line Word-of Mouth communication from many sources and are exposed to countless images in everyday life.
Your message is just another image competing for attention!
What does it take to reach your students and make a lasting impression?
Here are the 6 key characteristics your student communication should include:
- Appeal. Appeal is a way to attract a student’s attention to a message by making it interesting, entertaining, and emotional. Students are more likely to pay attention to the things that appeal to them, rather than things that do not. And they’re more likely to remember and recall things they do pay attention to, rather than things they do not.
- Clarity. Clarity is about separating the core message from the background noise, the irrelevant things that suppress, obscure, and distort the message. The core message is the “Big Picture,” the primary goal sought by a campaign; and it can be conveyed with a simple story told in a logical order that relates to student lives.
- Directness. Directness is about being explicit. Students are more likely to understand an explicit rather than an implicit message. One way to make the message direct is to use catchy phrases, symbols and icons that students understand.
- Stickiness. The human memory is like a wax block. Socrates once argued that there are characteristics, which cause some images to stick, while others do not. Stickiness is a quality of memorability; it attracts and holds attention. People find it easier to remember things that make a lasting impression on them, things that “stick” in their minds, such as the right word, the right phrase, especially when spelled out by the right character in the right context.
- Credibility. Credibility is the reality that makes a message believable. Have students themselves share their experiences. Let them add emotion rather than just being coached in front of cameras by professional marketers and public relations experts.
- Transparency. Transparency is about honesty, being forthright with students. Messages shouldn’t convey attributes that are not part of student life. Students will quickly see through phony messages that convey unrealistic promises.
In summary, to make a message bring the desired outcome it should be appealing, clear, direct, sticky, credible, and transparent, using characters and stories that students are familiar with, can easily memorize and can recall at the moment they are making a decision.
Get this right and you’ll be awarded with top marks..!