Seven Second Message
If you are a Blue Elevator™ Group Member, you are probably familiar with the Rules of Seven.
In particular, one of the rules, is the seven second rule. You have seven seconds to convey your message. We call this a seven second message.
We would like to give credit to Donald Miller, CEO of Story Brand. Mr. Miller has even further raised the bar by suggesting even a five second “grunt test.” He has inspired us to write this article and we credit him for promulgating the concept.
A Familiar Three Chords – Music
A lot of pop and country songs are made up of three chords. Typically, 1, 4 and 5. If you are a musician, this makes sense. Given a certain key, songs will likely have the 1st, 4th, and 5th notes of a scale as the underlying chord structure.
- Key of C: C, F, G
- Key of D: D, G, A
- Key of E: E, A, B
Not a music major? No problem. But there is a parallel.
A Familiar Three Notes – A Chord in Business
In business, a lot of engagement will revolve around a familiar chord. A chord made up of these three notes: Why, What, and How.
We discussed this in our article: Build a Brand. Namely, your brand should synthesize the Why, What, and How of your business.
Clients or customers need to “get” you. They need to understand your brand. They need to understand your message. Like a catchy hook in a popular song, you want your message to replay in people’s heads.
Crafting a Seven Second Message – in Practice
God willing, we’ll show you how to write a hit song.
Are you are building a website? Are you creating a One Sheet? What about a Facebook ad? A landing page? A mailer? A radio spot? A video? No matter the medium, the method is the same.
When you are building a seven second message, your message should convey:
- What your business does.
- Why your customer will benefit from it.
- How your customer can get it (e.g., a Call to Action).
It’s as simple as that.
Keep it Simple
Simple, but, as we often say, not super easy.
We will quote Albert Einstein: “Out of clutter, find simplicity. From discord, find harmony. In the middle of difficulty lies opportunity.”
Brilliance is being able to distill your message into a seven second message. A message that is 1) easily understood (What); 2) compelling (Why); and 3) has a clear Call to Action (How).
Encouragement
Now, be encouraged to go and do likewise. Go and build a seven second message. And, be encouraged to ensure all three notes are present in your chord.
Contact us. We’d love to hear from you.
NOV
About the Author:
Ken Moll is the Principal and Founder of Blue Elevator®. With professional experience spanning four decades, Ken has a breadth of foundational business knowledge rarely found – making him part of an elite class of professionals. Ken's passion is helping clients of Blue Elevator® get their “business to the next level™.”