Strategy is Dead. Now What?
Strategy is Dead. Preparation killed it. So why should you plan? Because planning is a form of intentional preparation. When you plan, you are preparing yourself to do the work…
Effective communication is critical. Simplifying and maximizing its value can make a significant difference. I have developed a new communications model as a result of an incredible brainstorming session with Mike Emerich (learn more below) that promises to elevate how we connect, convey messages, and inspire action. This model, encapsulated by the acronym HVAC, stands for Hook, Value, Actuate, and Close. It draws on principles from psychology, first principles thinking, and more, to create a streamlined, impactful approach to communication.
Grabbing your audience’s attention is the first crucial step. The Hook is your opening gambit, designed to pique interest and make your audience want to know more. Whether it is a startling fact, a provocative question, or a compelling story, the Hook sets the stage for the rest of your communication.
Think of it as the first impression you make. It needs to be strong, engaging, and relevant to the audience. For instance, when introducing this new model, we might start with a question: “Ever wondered why some messages inspire immediate action while others fall flat?” This immediately invites curiosity and primes the audience for the next phase.
Once you have hooked your audience, it is crucial to deliver real value. This is where the bulk of your message lies, packed with information, insights, and benefits that address your audience’s needs or problems. The Value phase is about offering substantive content that is both informative and useful.
Drawing from first principles thinking, break down complex ideas into understandable, relatable chunks. Ensure that each point builds logically from the last, creating a coherent narrative. For instance, when discussing HVAC, we emphasize its foundation in proven psychological principles and practical communication strategies, demonstrating its efficacy through clear, relatable examples.
The next step is to Actuate – to inspire your audience to take action. This involves moving beyond mere understanding to compelling your audience to apply the information you have provided. Effective communication is not just about imparting knowledge; it is about motivating change.
In this phase, leverage psychological triggers such as urgency, social proof, and reciprocity. Encourage your audience to think about how they can implement the HVAC model in their own communications, whether in professional settings, marketing strategies, or personal interactions. For example, suggest practical steps: “Start your next presentation with a powerful Hook. Follow it with substantial Value that addresses your audience’s pain points. See how it transforms your engagement levels.”
Finally, every communication should end with a strong Close. This is your call-to-action (CTA), a clear, decisive step that you want your audience to take. It could be signing up for a newsletter, applying a new strategy, or simply reflecting on the insights shared.
A good Close ties back to the Hook, reinforcing the initial engagement and ensuring the message remains impactful. For HVAC, we might close with an invitation: “Ready to revolutionize your communication? Start implementing HVAC today and witness the difference. Visit our website for more resources and connect with our community for ongoing support.”
Throughout this article, we have subtly employed the HVAC model. We started with a Hook, capturing your attention with the promise of a powerful new communication tool. We provided Value by explaining each component of the HVAC model and its practical applications. We then aimed to Actuate by encouraging you to think about how you can apply these principles in your own communications. Finally, we Closed with a clear CTA, inviting you to take the next step.
This model is not just theoretical; it is a practical framework designed to streamline and enhance communication. By adhering to HVAC, you ensure that your messages are not only heard but also inspire meaningful action. Join us in embracing HVAC and transform the way you connect, convey, and catalyze change.
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Mike Emerich is an experienced digital marketing professional dedicated to helping SMBs achieve their business goals through a consultative and partnership-focused approach. Mike excels in lead generation & branding through both digital and legacy media.
While Mike’s passion and expertise is in digital marketing, his expertise includes cross-platform media strategy and buying, encompassing TV, radio, direct mail, and print media, ensuring a comprehensive and effective approach to reach your target audience. Mike likes to think, talk, and write about marketing matters that impact the SMB.
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