Page 47 - Roxanne Aubrey Marina

II. PREPARING THE MESSAGE The A,B,C’s
Before you even begin putting the first word on paper, you’ll want to answer each question below:
Affective – How do I want them to feel? Inspired? Concerned? Powerful?
Behavioral – What do I want them to do? Put a certain discussion on the agenda? Allocate more funds?
Cognitive – What do I want them to understand? The success of your institution? The link between your agency and a committed Jewish life?
Setting an Intention
“Intention is the energy that powers all action” —Anonymous
Aim
Sense of purpose that leads to actions
Anticipated outcome that guides your planned actions
Tips for Preparing
1) Know your audience. It is not “one approach fits all.” Make your pitch relevant to your audience.
2) Brainstorm every reason you can think of why people should buy into this idea. Think about what resonates for you—and for this particular audience.
3) Think through every reason why people would object to the above.
4) Be clear about what you are asking for. Make the call to action specific.
47