Front of the Box Messaging

This week I attended a media training event hosted by the MN Pork Board. This exercise was designed to help us become more comfortable in our interviews with the media. However, much of what we discussed was developing our key messages, which are specific points we want to get across whether we’re visiting with the media, the general public or our neighbors.

Mary Milla, our instructor, encouraged us to have “Front of the Box” messages. To help illustrate this point, look at the front of a pizza box. All the things that attract us to that pizza, “thin & crispy”, “ready to eat in 10-12 minutes” or “all natural” are on the front of the box. However, many of us spend our time using “Back of the Box” messages when visiting with consumers or the media. Flip your pizza box over and look at the back. It consists of information such as baking directions, ingredients, history of the company, etc, etc. Generally the information, while important, isn’t all that interesting and can be rather technical.

We in agriculture are instructed to “Tell our Story”, yet when it comes to doing so we often fall into the trap of talking about technical information, using jargon unfamiliar to our audience. Boy, that’s really going to endear them to what we’re doing as farmers…NOT.

Using key messages from the “front of the box” that have a higher impact on our audience and allow them to identify with us closer will help us become more successful speakers. They will remember what we said and not just get lost in the words.

Thank you Mary for all your help. I will never look at the front of a pizza box the same way again.