Test it against the six principles in Chip and Dan Heath's Made to Stick: simple, unexpected, concrete, credible, emotional and told as a story. Most cyber messaging is accurate and forgettable. Replace abstract claims with a moment your buyer can picture, and tell it through a real client, incident or number.
Before and after
'Comprehensive protection against evolving threats' is accurate. Nobody repeats it. 'A staff member clicks a bad link at 4:55 on a Friday. Here's what happens next' puts the buyer in a room they recognise, and they'll tell the story to someone else.
Where to start
Cut your message to the one thing you'd want repeated in a board meeting. Find the belief your buyers hold that's wrong, and start there. Swap one abstract word for a moment, a place or a person.
Our sticky idea page lets you score your own message against the six principles in about two minutes.
