I was first introduced to the concept of ‘think, feel and do’ many years ago by Bob Caren, a communications expert, presenter coach and now a respected author. It’s a really simple way of determining and sense-checking your message. I’ve used it extensively when planning content for conferences, but it can be applied to any form of communication.
Let’s take as an example an internal conference to celebrate the success of the first ten years in business and set out the strategy for the next ten. Here are some ideas for think, feel and do:
- The management knows what it is doing, and its strategies are working
- The business is committed to investing in its employees in order to grow
- This is a great place to work.
- I am part of this success; I feel proud of – and valued for – my contribution
- I feel secure in my role, supported in my ambitions and confident about the future
- We’re all in it together.
- Play my part in delivering the new strategy
- Work hard for myself, the team and the company
- Promote the business to others.
I always try to keep my list simple, three or four statements in each section is plenty. Then, when you are writing your content, keep checking back to your list – does your messaging deliver against think, feel and do?
After your event, you can check whether you succeeded in your feedback questionnaire. Ask them what key messages they took away (think), how they feel about the company (feel) and what they will do differently in future (do).
Considering ‘Think, feel and do’ is a great habit to get into. I find myself using it when I’m meeting new people or even writing emails, as well as when I’m developing ideas for copy or content.