A message succeeds when people remember it — when it sticks. To develop a compelling message, Marooney advises running it through the RIBS test:
Relevant. Who is your audience, and is your company solving a problem that they care about? What matters to them about that problem? Why does your solution deserve attention?
Inevitable. You want people to feel that whatever you’re developing is inevitable. This is like having a gust of wind at your company’s back. “If you can convince the reporter at lunch that whatever you’re doing makes intrinsic sense and that they can see it realistically happening, your journey to relevance will be that much shorter.”
Believable. “You can be relevant, and your product may even seem inevitable, but you still may not be believed.” You have to convince people that your company is the one that can make it happen — that you’ll be the ones to carry the ball over the line.
Simple. “Take your messaging and edit it down. Get it to its essence. What is the one line you want people to remember? You only get one.”