Message Support “Stool”

The message: stories, stats, and soundbites

Use the Message Support Stool

Message Support Stool


Anecdotes, case studies and feedback are memorable because stories are memorable.


Numbers, unless shocking, aren’t memorable. Use the H&R Block method. In its “Get Your Billion Back” campaign, it didn’t rely on the stat that $1 billion goes unclaimed each year. That amount of money is an abstraction for most. Instead, it talked about how that sum equated to $500 on every seat in every professional football stadium.

When preparing for an interview, write down the raw data point and find a way to make it more relatable.

Sound Bites

Use short memorable phrases or sentences, often metaphors, similes or rhetorical questions.

Cision, Brad Phillips Webinar