<HTML><BODY style="word-wrap: break-word; -khtml-nbsp-mode: space; -khtml-line-break: after-white-space; ">Apparently there was an OpenID marketing meeting yesterday.<DIV><BR class="khtml-block-placeholder"></DIV><DIV>Could somebody who attended please post meeting minutes / notes for the rest of us?</DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV>And next time, could meetings of this nature be pre-announced on this mailing list so all interested parties can participate? I do believe that we all have the shared goal of having a consistent approach to marketing OpenID across the entire community, which I would think requires this group to be "out in the open" as much as possible, including meetings announcements and summary after the meeting.</DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV>Thanks,</DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV>Johannes.</DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV><DIV><DIV><BR class="khtml-block-placeholder"></DIV><DIV>On Jun 28, 2007, at 10:17, Bill Washburn wrote:</DIV><BR class="Apple-interchange-newline"><BLOCKQUOTE type="cite"><DIV style="font-family:arial,helvetica,sans-serif;font-size:10pt"><DIV style="font-family: arial,helvetica,sans-serif; font-size: 10pt;">Hi everyone... <BR><BR>In light of the lunch conversation yesterday at Catalyst, here is some stuff about the Core Message Platform.<BR><BR>Let me apologize in advance for taking this rudimentary approach. I just imagined it might be valuable quickly to review the basics.<BR><BR>cheers,<BR>-bill<BR><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><BR></FONT><BR><BR>The following writing is taken from:<BR><BR><SPAN><A target="_blank" href="http://www.bealecommunications.com/messagePrimer.asp">http://www.bealecommunications.com/messagePrimer.asp</A></SPAN><BR><BR><BR><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><FONT color="#993300" face="arial, helvetica, sans" size="2"><B>Q. What is a message?</B></FONT><BR> <B>A message is</B> a statement that expresses your key attributes in a way that resonates with your target audience and compels them to act. <B>A message is <I>not</I></B> a tagline, a claim, a mission statement. A message takes an "outside-in" approach to communicate your position in a way that appeals to specific audience interests. A message also expects the audience to do one of three things: be informed, be motivated to act, or be persuaded. <BR><BR></FONT><P> <FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> <A name="howmany"></A><FONT color="#993300" face="arial, helvetica, sans" size="2"><B>Q. How many messages should we have?</B></FONT><BR>... audiences usually can absorb no more than an introduction, three key arguments and a conclusion. Message development takes this into account through the construction of "message sets" that consist of a core message, supporting messages and related evidence. A core message platform typically consists of three such message sets.</FONT></P><P><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><BR></FONT></P><P> <FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> The core message tells your audience what you can do for them and how it relates to their needs. Supporting messages elaborate on key ideas contained within the core message. The evidence provides the necessary proof required to validate the messages. Core messages communicate the key components of your value proposition, or brand positioning, while the supporting messages and evidence allow you to tailor your positioning to specific audiences.</FONT></P><P><BR></P><P><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><FONT color="#993300" face="arial, helvetica, sans" size="2"><B>Q. How are messages used?</B></FONT><BR> Core messages may not be repeated word for word, but the meaning behind the messages should be apparent in any communications. The message could be paraphrased in a news article or positioned as an opening statement in a brochure or memo. Core messages provide a framework so your communications won't stray from the points of differentiation you want to share with the audience.</FONT></P><P><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><BR></FONT></P><P> <FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> Core messages create an impression in a variety of ways, depending upon how they're applied in communications such as:<BR> </FONT></P><UL><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> <LI>Outline for capabilities presentations<BR> </LI><LI>Key points for memos, emails, other correspondence<BR> </LI><LI>Talking points for media interviews<BR> </LI><LI>Themes for meetings</LI></FONT></UL><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"><FONT color="#993300" face="arial, helvetica, sans" size="2"><B>Q. What are the key criteria of an effective message?</B></FONT><BR> Effective messages are:</FONT><DIV> <FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> </FONT><BR class="khtml-block-placeholder"></DIV><UL><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> <LI><B>Compelling</B> - A compelling message appeals to the audience's interests. The most logical argument, backed with strong evidence, will fail to persuade the audience if it violates their beliefs or neglects to gain their emotional and logical allegiance. A compelling message demonstrates that you share the audience's perspective.<P> Compelling messages make a direct connection between the value you offer and what the audience considers important. The goal in crafting a compelling message is to deliver information in which the audience finds immediate value.</P><DIV> <BR class="khtml-block-placeholder"></DIV></LI><LI><B>Clear & Consistent</B> - An effective message is created with a clear understanding of what you want to accomplish with the audience:<DIV> <BR class="khtml-block-placeholder"></DIV><BLOCKQUOTE> To <B>inform</B> (increase knowledge or awareness)<BR> To <B>motivate</B> (encourage specific action)<BR> To <B>persuade</B> (think, feel, believe as you do)<DIV> <BR class="khtml-block-placeholder"></DIV></BLOCKQUOTE> Effective messages should concentrate on one goal at a time. Similarly, each core message should leave the audience with one clear impression. Packing multiple objectives or too much content into a core message dilutes its impact.<DIV> <BR class="khtml-block-placeholder"></DIV></LI><LI><B>Credible</B> - When you first read a brochure, two questions probably cross your mind: "How important is this topic to me?" and "What do I think of the person or organization who sent it?" Honing the relevance of a message to appeal to specific audience interests is a key element of persuasive communication. Validating your messages with proof makes them credible.<P> The following forms of evidence help make messages credible:<BR> </P><UL><LI>Statistics, facts<BR> </LI><LI>Third-party references<BR> </LI><LI>Anecdotes<BR> </LI><LI>Testimonials, case study references<BR> </LI><LI>Analogies<DIV> <BR class="khtml-block-placeholder"></DIV></LI></UL> Creating a vivid image, usually a picture in words or graphics, will help the audience recall the benefits conveyed in your message. </LI></FONT></UL> <FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> </FONT><DIV><FONT class="bodyText" color="#000000" face="arial, helvetica, sans" size="2"> </FONT><BR class="khtml-block-placeholder"></DIV><BR><BR></DIV></DIV><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">_______________________________________________</DIV><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">marketing mailing list</DIV><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><A href="mailto:marketing@openid.net">marketing@openid.net</A></DIV><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><A href="http://openid.net/mailman/listinfo/marketing">http://openid.net/mailman/listinfo/marketing</A></DIV> </BLOCKQUOTE></DIV><BR></DIV><BR><BR><DIV> <SPAN class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "><SPAN class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">Johannes Ernst</DIV><DIV style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ">NetMesh Inc.</DIV><DIV><BR class="khtml-block-placeholder"></DIV><BR class="Apple-interchange-newline"></SPAN><SPAN></SPAN><SPAN></SPAN><SPAN><IMG src="cid:9173E289-5D6D-4850-B823-FDF7D115EF12@local"></SPAN><SPAN><IMG src="cid:5CC41088-A082-4AA9-8169-EFD940AF9ADA@aviatis.com"></SPAN><SPAN class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "><SPAN class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Helvetica; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "> <A href="http://netmesh.info/jernst">http://netmesh.info/jernst</A><BR class="Apple-interchange-newline"></SPAN></SPAN> </SPAN></DIV><BR></BODY></HTML>