What’s in it for them to do what you would like them to do?
The advertising industry has a wonderful phrase called WIFOM. It means: What’s in It for Me? It’s a great question because it forces you to define the benefit of a changed behaviour, but this has to be what the people in your audience would perceive as a benefit, not the benefit to you of changed behaviours. It is in these benefit statements that the key messages lie for any communication campaign. (Sometimes, it might be the awful consequences of not changing behaviour that you have to communicate.)
Take care to articulate the real benefit, not simply a feature or an advantage of your plan. Take buying a new car as an example of Feature/Advantage/Benefit: a feature would be that the car has a fifth gear. The advantage is that this enables less fuel to be burned at high revs. The benefit is cheaper running costs or a greater range from a tank of fuel.
Why should people change? What are their motivators? Do they prefer cheaper costs or greater range? How do we know this? Do the different audiences that you have to address actually have different motivators from you and each other? Does that mean different messages for the different audiences?
Often, at this stage, you might begin to realize that the original objectives that you set yourself are actually too vague, unrealistic or even unachievable. It is worth checking back on your answers to Question 1 to make sure that you really have defined the task well enough. The results to all of these questions will certainly raise some issues that will be covered by the next question.