The integrated communication strategy statement (ICSS) is a simple Venn diagram that can be used to develop any communication, whether it’s for a product, service or company. Here’s how it works:
On the left side of the diagram, list rational benefits – what makes your product, service or company so valuable? Next, how does your target audience think and feel about it? List those emotional benefits on the right side of the diagram. Now you’re ready for the creative part: contemplating the rational and emotional benefits to derive one, succinct sentence that becomes your overarching message.
Learn more about ICSS here.
– Robin Rectenwald, WordWrite