#1 Why messaging is important - with Craig Bruce

Cam Barber talks with Craig Bruce about persuasion - and how to get better at messaging. Areas covered include: - Messaging is so pervasive it's like oxygen. - We make decisions on messaging, NOT facts! - The vacuum that occurs when you don't have a message hierarchy. - How a clear message can eliminate anxiety. - What your message hierarchy might look like. Examples include: - BUSINESS: Apple's iPod and iPhone, skin care startup. - SOCIAL: Climate change, environmental protections. - SPORT: Media skills, Hawthorn Football Club. - POLITICS: Trump, Clinton. - How to get your message remembered.   0:30 Why is Cam so fascinated with messaging? 1:13 What does a good message look like? and what does it do? 3:41 How is messaging used across the spectrum? 6:46 How often do your clients actually have a starting point in terms of what their message is? 9:11 A few clients Cam has worked with that have struggled with messaging. 9:44 Why is that important for a football club or a sporting club to have a a consistent message? 13:49 Hawthorne project as an example was that an aim or a claim to be the most professional football club? 16:34 Is there a risk around that though because you know most messages you need it to be provable? 21:26 How Cam worked with a star player on messaging? 25:14 Why don't companies spend more time on definitive messaging? 28:33 Messaging in many ways you can call it keywords, but it's not it's not just keywords in many ways will determine what page you land on and stay on. 36:08 [Music]