You Need a One-Minute Message
No matter what level of government you work in, you need to "sell" ideas—programs, policies, services—to the public, your team, or decision-makers. But with so many messages competing for attention, it's harder than ever to break through.
Enter:Â The One-Minute Message, a science-backed, time-tested framework to help you create a clear, compelling message in about 60 seconds.
LET ME SHOW YOU HOWIf you're a communications director, public information officer, or government spokesperson looking to sharpen your message while building public trust and confidence, then you already know that clear communication is mission-critical.
You know that:
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People are busy, skeptical, and overwhelmed by information.
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Technical explanations and long reports often fall flat.
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It’s your job to make important work understandable, relatable, and actionable.
And that means your messages need to be short, sharp, and audience-focused—every time.
By the end of this program,
you will have…
Â
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A Polished One-Minute MessageÂ
You’ll be able to clearly explain your agency’s work in public meetings, interviews, and day-to-day communication—with confidence and ease.
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Audience-Centered Communications Skills
You’ll know how to speak to values and aspirations, so your message builds trust, not just awareness.
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A Repeatable Framework for ConsistencyÂ
You’ll ensure every team member can communicate with clarity and stay on-message across platforms.
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Tools for Alignment and Engagement
You’ll have ready-made messaging assets to align internal teams and connect more meaningfully with your public.
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A Message Strategy Rooted in ScienceÂ
You’ll understand how to make your message resonate and stick—based on how people process information.
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JOHN DOE, ARCHITECT
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What’s Inside [Title of Course]
Module 1
[Module Title]
Module Description: Include a few lines of copy to give your prospects a glimpse at the process they’ll follow inside this module to achieve a mini-transformation. Keep this section benefit-driven and describe the big takeaways.
Module Highlights:
Offer a high-level overview of what’s inside the module in bullet point form so that it’s easy to read and conveys how much value is inside.
- Bullet 1
- Bullet 2
- Bullet 3
Module 2
[Module Title (should be results or action-driven or state the big outcome/promise of that module)]
Module Lead (a few lines of body copy): Elaboration of promise and why that outcome matters, mentioning how this outcome compounds on top of the outcome of the previous module/component and/or the antithesis of that outcome / where they’ll struggle if they don’t take action.
Module Highlights:
Curiosity-driven fascinations breaking down the process of how they’ll achieve the promise of the module.
- Bullet 2
- Bullet 3
- Bullet 4
Module 3
[Module Title (should be results or action-driven or state the big outcome/promise of that module)]
Module Lead (a few lines of body copy): Elaboration of promise and why that outcome matters, mentioning how this outcome compounds on top of the outcome of the previous module/component and/or the antithesis of that outcome / where they’ll struggle if they don’t take action.
Module Highlights:
Curiosity-driven fascinations breaking down the process of how they’ll achieve the promise of the module.
- Bullet 2
- Bullet 3
- Bullet 4
When you enroll during this special, limited time period,
you’ll get:
[Title of Course]
(A $XX Value)
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# of Modules
Recap the results your prospect will achieve after implementing all the modules.
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Specific Wins OR Essential Steps 1
What does this make possible? Turn this into a reason to celebrate. -
Specific Wins OR Essential Steps 2
What does this make possible? Turn this into a reason to celebrate. -
Specific Wins OR Essential Steps 3
What does this make possible? Turn this into a reason to celebrate.
Plus These Bonuses to Help You [Benefit of Bonuses]
Bonus 1
[Bonus Title]
Include 1-2 sentence overview of the results this bonus promises.
(A $XX Value)
What You’ll Get:
Offer a high-level overview of what’s inside the bonus in bullet point form so that it’s easy to read and conveys the benefits.
- Bullet 1
- Bullet 2
- Bullet 3
Bonus 2
[Bonus Title]
Include 1-2 sentence overview of the results this bonus promises.
(A $XX Value)
What You’ll Get:
Offer a high-level overview of what’s inside the bonus in bullet point form so that it’s easy to read and conveys the benefits.
- Bullet 1
- Bullet 2
- Bullet 3
Bonus 3
[Bonus Title]
Include 1-2 sentence overview of the results this bonus promises.
(A $XX Value)
What You’ll Get:
Offer a high-level overview of what’s inside the bonus in bullet point form so that it’s easy to read and conveys the benefits.
- Bullet 1
- Bullet 2
- Bullet 3
Here’s what you’re getting when you enroll today:
[Title of Course] - X$ Value
- Bonus 1 - X$ Value
- Bonus 2 - X$ Value
- Bonus 3 - X$ Value
Total Value: X$
When you add it all up, that’s a value of $X
But when you enroll today, you’ll get access to everything for just:
OR
[The Name of Your Guarantee Goes Here]
Demonstrate unshakeable confidence in your product
State the guarantee length
State the specific actions they’ll be taking during that time to produce the outcome
State the specific emotional and tangible benefits they should see in that timeframe
If that condition isn’t met - state the EXACT process for getting a refund
Frequently Asked Questions
Ver. 1 Questions our top students asked before enrolling in (course name)
Ver. 2 What people asked before signing up for (course name)
Ver. 3 What our most successful students asked before joining (course name)
Take their biggest objection - and transform it into their biggest opportunity
Take a major fear or objection and use it to point to a SPECIFIC and UNIQUE aspect of your product.
Bust a major industry-wide myth (or one of the beliefs you re-engineered earlier) that in turn, empowers them to take action.
Position against competitors or alternatives, and get BUY-IN on your unique way of doing things
Take an objection and springboard into your fuller USP
Offer related 1: About the bonuses, drip schedule, access, etc.
Offer related 2: About the guarantee/return policy (answer with your golden guarantee)
Transition to Offer Box: Can you remind me of everything I’m getting when I sign up today?
Enroll in [Title of Course] Today
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Still thinking about it?
Ver. 1 - How to know if you’re ready to achieve X outcome in [course name]
Ver. 2 - [course name] is PERFECT for you if…
Ver. 3 - You’re Ready to Achieve X Outcome If
Ver. 4 -- X# Ways to Know You’re Ready to Achieve Y Outcome
- The person who’s just getting started and wants to do it right
- The person already struggling who wants to fix it once and for all
- Something that exclusively empowers them to use your product or service
General desirable trait or characteristic. Ie. willing to put in the work - Specific actions that back it up - ie. Already investing 4 hrs/week actively trying to (achieve X)
- Has a big fear or concern that your course promise addresses
- Aware and excited of the quickest, most valuable win
- Ready to take the actions needed to generate it
I can’t wait for you to join [Title of Course]
Explain in 1-2 paragraphs your WHY for creating this course. How has it changed your life and how will it change your prospect’s life?
Reiterate who the course is for and that your prospect is in the right place.
Remind them that the opportunity is risk free. Offer one final invitation before signing off.
Signature
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