I enjoyed a call with an inspiring couple today. They are beginning a new story — bringing hope to a small community.
I’ve always believed that when you’re equally excited and terrified, you’re doing something important. Something that matters.
One of the core questions we discussed was how do you get people to support your story? How do you emotionally engage them? And how can you move that emotional connection to physical and financial participation in your story?
More specifically, how can you create this connection through your communications?
With every piece of communication you craft — letters, flyers, emails, landing pages, you name it — ask yourself whether your goal is to inform, inspire or invite.
If the goal of your letter is to invite someone to meet with you, then make sure the letter is designed to do that job.
If the goal of your email is to give someone a new insight or piece of information, then design the email to inform.
If the goal of your presentation is to breathe new life into people, then design the presentation to inspire.
And, just as importantly, don’t introduce anything else into your communication piece that competes with or distracts from that primary goal of informing, inspiring or inviting.
Can you combine two of these in a communications piece? Can your piece both inspire and invite, for example?
Yes, but don’t get distracted by that.
I’m writing this piece to inform you. That’s its job. I’m not inviting you to do anything. And I’m not intentionally trying to inspire you.
Choose one — inform, inspire or invite — and do only that job.