Structuring your message
Developing the right content is key. Successful messages address the client’s key issues, are specific to them and their project, shows you understand their needs and have solutions to those needs. There are two suggested ways to develop your message: The Bun Method or the IFBP
The Bun Method
Structure your message to show the listener you understand their issue—it relates to them and makes them want to listen. Provide proof that you have successfully overcome the issue they are facing and help them understand the benefit you will provide.
Issue-FEATURE-BenEfit_Proof - (IFBP) METHOD
- What is the client's need?
- What is our solution based on experience?
- What is the benefit to the client? So what?
- How can you back it up with real proof?
The Bun Method Example:
Safety is paramount. This route serves 5,000+ residences / businesses.
Here’s how we plan to mitigate disruption and keep the public safe.
Three keys critical to our safety plan include: (Three points)
- Door-to-door public outreach to inform residences and businesses
- Crews will perform work at night when traffic is less congested
- Temporary fencing installed around the perimeter of the work site
Three keys critical to our safety plan include: (Three points)This safety plan will provide communication and keep residents/businesses up to date on the project, thus lessEning their curiosity, which will keep them safe.
“I’ve been working on congested pipeline corridors for 20+ years and I’ve never had an incident on any of my projects.”