Most companies and leaders say they are strategic in their communication, but they rarely are. Instead, they fall on personal habits, follow the routines of their training, and give every target audience the same spiel. This isn’t effective, and it needs to change.
That is why we developed the CORE framework to help companies and individuals be more strategic in every piece of communication they do.
CORE stands for Connect, Offer, Reinforce, and Execute.
Let’s take a deeper dive.
Imagine if Steve Jobs had opened the 2007 iPhone launch with: “Hi, we’ve built a cellphone with a 3.5-inch touch screen and 320 x 480 pixel resolution, you can make calls, listen to music, or surf the internet.”
Instead, he spent a few minutes prepping the audiences’ minds for a revolutionary advance. He succeeded, and the whole world grasped it.
Most of the time, your audience is not ready to receive your offer. So instead of charging in with the offer itself, you need to first connect with them, and get them ready to receive.
How you connect must be strategically tailored to who you’re talking to, and for what purpose. The way you connect is almost never the same from audience to audience.
Once your audience is ready to receive, that’s when you offer. But not just any offer. You cannot just serve up the regular catalogue of goods and benefits.
Instead, you present a unique offer, by highlighting aspects of your offer that are not only relevant to your audience, but also superior and differentiated from your competitors.
A medical device may have one set of intended use and functions, but it wouldn’t be sold in the exact same way to a distributor, a doctor, and a nurse.
You’ve connected with your audience and put forth your offer, and you’re pleased with their reaction. But the job isn’t done. You have to close the deal by reinforcing your offer with powerful proof that removes any remaining doubt.
Be it customer traction that proves to investors you’re poised for takeoff, or live demos that show the capabilities of your device, selecting the right reinforcements is a necessary art and science.
You know how to connect. You’ve tailored your offer. And you’ve chosen the best reinforcements. Now you execute your game plan according to the format of your communication.
Are you standing onstage to speak to a hundred? Sitting in a room to present to ten? Or huddling at a cafe to persuade one? Or perhaps you’re writing an email to begin a promising partnership with a key industry figure? You would execute differently across all of these settings.