FROM THE WEB
It’s all about the messaging. To deliver a message one must use some form of medium, by way
of a TV commercial, marketing campaign or a sales ad, only to mention a few. All messaging is a
form of communication trying and make a person take action. By action, I mean to persuade a
person to use a service, buy a product or to try to make us think a certain way. But it is what
makes the message memorable or makes us pay attention to the medium that is important. The
message must communicate a point, be relevant and compelling to make a person take action.
What effects does the medium have on the message it carries? Gosh, I can answer that one
without even blinking. There is one that has had a big effect on me; it’s called a McDonalds
commercial. Their messages seem to always make me take action and now it has had an effect
on my weight control. Maybe I should start paying more attention to the Jenny Craig
Moving people is not magic — it’s all about effective communication. Anyone can achieve
effective communication by using a simple tool that has an uncanny ability to pinpoint why any
message works or doesn’t work, and how to improve it. It’s called the 4Cs Model, which stands
for Comprehension, Connection, Credibility, and Contagiousness.
The 4Cs Model was originally developed as an assessment tool for evaluating the impact of
advertising and marketing materials. Brands such as Dunkin’ Donuts, Suave Shampoo, and
Breyers Ice Cream used the 4Cs Model to develop marketing campaigns that really spoke to
people and built an emotional connection with their consumers.
The good news is that you don’t have to be an expert writer or advertising genius to accomplish
messaging mastery. The beauty of the 4Cs Model is that it’s easy to understand and simple to
apply to every piece of communication you produce at work whether it's a résumé, an email,
newsletter article, marketing piece, PowerPoint, or blog.
When you use get into the habit of applying the 4Cs to
type of communication you
generate, managers, coworkers, clients, and customers will take notice.
The 4Cs Model of Effective Communication At-a-Glance