Technique 4.14      Headline Messaging Template for Change Initiatives

Introduction

Templates can be used to create strong, memorable change messages.

Steps

Step 1. Define the Core Purpose

• What is this change really about in one line?
• Example: “To make it easier for staff to access HR services.”

Write here: _______________________________

Step 2. Identify the Audience

• Who are you speaking to (staff, managers, customers, partners, etc)?
• What do they care about most (time, workload, trust, ease, recognition)?

Audience: _______________________________
What they care about: _______________________________

Step 3. Draft the Headline (max 8–10 words)

• Use plain language (avoid jargon).
• Make it benefit-focused (“what’s in it for me?”).
• Aim for catchy, simple, repeatable, etc.

Draft headline: _______________________________

Step 4. Test for Impact

Check your draft against these 5 filters:
i) Is it clear & simple?
ii) Is it about benefits, not process?

iii) Is it memorable and delivered in one breath?
iv) Does it evoke the right feeling (hope, pride, relief, etc)?
v) Does it align with the bigger vision/strategy?

Revised headline: _______________________________

Step 5. Add 2–3 Supporting Messages

These are your “sub-points” that explain how the headline comes to life.

• Supporting Message 1: ___________________________
• Supporting Message 2: ___________________________
• Supporting Message 3: ___________________________

(Tip: Keep them action-oriented and concrete.)

Step 6. Embed Everywhere

• Use as the subject line of emails.
• Put it on posters/slides.
• Train leaders to repeat it in team meetings.
• Reinforce with stories and examples.

An Example

Change: Rolling out a new collaboration platform.

• Core purpose: “To help teams work smarter together.”
• Audience: All staff (care about saving time, reducing email, etc).
• Draft headline: “One platform. Smarter teamwork.”
• Supporting messages:
1. Chat, meet, and share files in one place.
2. Reduce inbox overload.
3. Connect anytime, anywhere.

(main source: Chip Heath et al, 2007)