You’ve defined who your audiences are and why you’re communicating with them—now it’s time to tackle the what: your messaging.

Great messaging ensures your communication is clear, impactful, and action-oriented. To help, I use the acronym BRAVE to describe the five essential elements of effective messaging:

1. Brief: Keep it short and to the point. People have short attention spans, so clarity is key.
2. Relevant: Speak to your audience’s needs and concerns—not just your own.
3. Accessible: Avoid jargon or complexity. Make it easy to understand and relatable.
4. Valuable: Offer something meaningful that resonates with your audience, such as a solution, benefit, or insight.
5. Emotive: Connect on a human level. Emotions drive decisions, so appeal to feelings to make your message memorable.

Finally, every great message needs a call to action. Whether it’s signing up, donating, or purchasing, your audience should know exactly what you want them to do next.

Watch this video to dive deeper into crafting BRAVE messaging:

Homework:

Download the attached worksheet to refine your messaging. Use the BRAVE framework to craft a message for one or more of your key audiences, and don’t forget to include a clear call to action.

In our next session, we’ll focus on the final step: how to engage your audience and measure your effectiveness.

Visit our blog for additional resources and tools to support your communications planning. 

Let’s make your message BRAVE and unforgettable! Need more help? Schedule a free consultation with Liz Wainger here.

>> Click here to move to the next session: Step 4: How to Engage and Measure Success <<