August 19th, 2009 by Bob Bly
A CNN.com poll today shows that 74% of Americans are confused about the Obama Administration’s health plan, and only one out of four feels well-informed about the health plan.
President Obama doesn’t read this blog and isn’t asking my advice. But if I were in the White House, here’s what I’d do immediately:
1–Distill a summary of the health plan down to 5 key points that can fit on two sides (preferably one side) of an 8 1/2 X 11-inch sheet of paper.
(Yes, I know that health care is complex. But just give the 5 most imporant points.)
2–Call a press conference and have the President explain these 5 points in a talk lasting no longer than 10 minutes, followed by 20 minutes of Q&A from the press.
3–During the press conference, announce a site — with a short, easy-to-remember URL — where people can go to download the 5-point abridged health care plan summary document.
4–Create a more detailed white paper of no more than 10 pages and have that available on the site as well.
Winston Churchill used to insist his staff write memos, even on complex subjects, restricted to one side of a sheet of paper.
If Obama can do this for health care, and perhaps you can do this to sell your products or ideas to your market, people would at last get the message and feel better educated — and therefore more comfortable accepting what you are proposing.
A lot of marketers, including me, use white papers of 10 pages or longer. Perhaps we need to start creating 5-point one page summaries to support our products, services, organizations, causes, and ideas, too.
For instance, if you are selling SEO services to an unsophisticated small business market that has heard about search engine marketing but doesn’t really get it, what about doing a one-sheet “5 Reasons Why You Should do SEO — NOW”?
What do you think? I am going to start implementing this idea soon. Will you give it a try?
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