You probably have heard many times that you got to have a message if you want to succeed at anything. This is partly true. Having a message is step one, there are four other steps that are necessary for success that no one ever points out. I will point out all five steps and then show, as an example, how Bernie Sanders is so effective on messaging.
Look, you don't have to like Bernie or vote for Bernie, but you have to admit that no one does messaging better than Bernie. Because of his messaging, he is very likely to win the Democratic nomination and possibly, with some luck, even the presidency in the general election against Donald Trump.
First, let me list the five steps of messaging for success:
Who does this better than Bernie? No one.
Step 1: Have a message that is simple
Bernie has a message that is captured in this simple slogan "Not me. Us." Bernie keeps repeating that he can't start a revolution by himself. He needs help and must bring new voters to enact the change that people want. Based on his success, his message is resonating with at least the plurality of Democratic voters right now.
Step 2: Be the message so you have credibility
Bernie is the message. You may not agree with Bernie's socialist programs or policies, but he has always been consistent and has not changed any views for political exigency. Bernie has credibility and that's why he attracts younger voters. Younger voters want to believe and are gravitated toward someone who speaks to their needs, and they surely believe Bernie. One more thing: To delver a message that sticks, you have to be the right messenger. And Bernie is the right messenger for the message he is sharing. A message often does not connect with people when there is an inconsistency between the message and the messenger.
Step 3: Deliver the message clearly, concisely, purposefully and impactfully
Bernie does this better than anyone. When he speaks, you know he means it, and his supporters believe it. And do you know who else believes it? Billionaires. CEOs, Republicans, and especially President Trump. Don't believe for a moment that President Trump wants to go up against Bernie Sanders. Trump and the Republicans like to portray Bernie as crazy to please their base, but it is those that are deemed crazy create movements and shake the world.
Step 4: Ensure others believe in your message as if it is their own message
Bernie is not convincing people that already don't believe in what he is saying. Others are drawn to his cause because they are saying things that Bernie is saying it in public. Bernie in a sense is the messenger they have been waiting for. And he is close to getting them to the promised land.
Step 5: Encourage others to spread your message and persuade others to join the movement
Bernie knows that he can't achieve anything unless he gets others to believe in his message so that they want to join the movement and persuade others to do the same. That is how all movements get created. It starts small and keeps growing until there is no way to stop it.
Will Bernie win? No one knows. But one thing I do know is that he is doing everything right about messaging that I would not bet against him.
Don't hate Bernie, learn from him
When you want something, you must learn how to do messaging right. It is not enough to have a message. You must be the message. Next, you must be able to deliver the message. Get others to believe in your message as if it is their own message. Last, get others to spread your message and evangelize others to support you.
This is how Gandhi led India to freedom. This is how Martin Luther King was able to get Congress to pass the Civil Rights and Voting Rights bills. Though all you may want is to get a good high paying job or get funding for your project, the five steps of messaging are still the same. Without that, it is hard to win.
Jay Oza is an author, speaker, executive coach. He makes people thrive on high stakes stage whether it's for a job interview, a sales presentation or a high-stakes speech. He is the author of the book Winning Speech Moments: How to Achieve Your Objective with Anyone, Anytime, Anywhere. Please download the speech checklist that you can use to help you with your next high stakes speech.
Please contact him if you would like to have a two 75 minute coaching session on job interviewing or high-stakes speaking or interested in inviting him to give a talk on job Interviewing or high-stakes speaking at your event. You can reach him at firstname.lastname@example.org.