The goal is to drive change in someone’s thoughts or in what they do. It’s really quite simple, yet communicators often produce muddled, mediocre messaging as a result of forgetting this basic tenet.
Thinking about what you want to change is the best way to start planning any communication effort. That might sound obvious, but many start with their own perspectives and goals (we need to sell more stuff!) instead of considering the needs and preferences of the target audience.
Consider the approach below from Google’s Avinash Kaushik: