This lesson is about crafting the main message that you want to communicate to your audience. You will learn the most important approach for clear communication used in consulting.
In your experience, who decides the main message of the presentation? Talk to your teacher about the process at your firm and the approach you use.
What was the main message of the last presentation you gave?
Message maps are one way to create your main message. Linking your main message to a need, problem or motivation makes it persuasive.
Main message
Starting with the solution and connecting it to the problem or motivation makes it easy to sell the message. This is the message that you want them to remember, even if they forget everything else.
Question 1: What other names do you know for the "main message"?
Use first or zero conditionals to make your case:
| Grammar name | Meaning | Pattern | ||
|---|---|---|---|---|
| Zero conditional | Rule | If | + present simple | will + verb |
| First conditional | Result | If | + present simple | present simple |
Question 2: What is the difference between a Zero Conditional and a First Conditional?
Quiz
Your teacher will say four sentences. Decide if each sentece is a zero (rule) or first (result) conditional.
Examples
Make your own sentences using first and zero conditionals and these questions:
- Why should a client choose your firm over another?
- How can a client reduce costs?
- Where should your firm move their office to?
- How can The English Farm increase sales?
Supporting points
Your core message will be supported by "buckets" of supporting facts.
You can use infinitives or gerunds to give supporting facts:
- To achieve better results, reduce costs and increase market share, choose our firm.
- Choosing our firm will improve your business by achieving better results, reducing costs and increasing market share.
Work with your teacher to put the following information into one sentence:
- cut costs
- reduce business travel
- move to a smaller office
- lower headcount
- increase sales
- hire more sales staff
- launch new product
- enter new markets
Paraphrasing your message
It's useful to repeat your message. Here are some different ways to express the same message.
Start with why
Put the problem or motivation first. Everyone should agree on that. Your main message will be more persuasive.
| Motivation | Suggestion | ||
|---|---|---|---|
| 1. Because... |
|
...must... |
|
| 2. Since... | ...should... | ||
| 3. Given that... | it's best/advisable to... | ||
Make 3 sentences using the above patterns explaining that to increase sales The English Farm should invest in marketing.
- Because...
- Since...
- Given that...
Focus on the solution
This approach puts the solution first. It sounds like a plan more than a sugggestion.
| Plan | Connector | Outcome |
|---|---|---|
| VERB + ing | Bare infinitive | |
| Spending more on advertising | is the best way to | bring in more students. |
| is the only (viable) way to | ||
| Investing more in marketing | will | increase sales. |
| is going to |
Audience: VP of Strategy, senior managers, and analysts
Goal: Convince the client to move forward with a digital expansion recommendation
Assumption: The audience already knows the data—this is about synthesis, persuasion, and confidence.
The notes you've gathered:
-
Competitors: Two of our main competitors started similar digital projects last quarter.
-
Where to start: We suggest starting in two regions where customers use digital tools a lot and where setup costs are lower.
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What you gain: We expect to make about $22 million more in sales over the next 18 months by using personal campaigns and selling on more than one channel.
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How to do it: We already know what technology is needed and how long it will take. We have partners ready to help, and Phase 1 can start now.
Use the three-step outline approach below to prepare your message:
1. Main message (core takeaway)
Write or say one clear, persuasive main message using either the first or zero conditional.
2. Supporting points (3–4 max)
Outline your key supporting points. Choose from the following categories:
-
Why now (urgency or risk)
-
Where to start (entry point or pilot)
-
What you gain (impact, advantages, value)
-
How you’ll do it (implementation readiness)
3. Reinforce the main message
Choose one of your supporting points and create a sentence that links it back to your main message using a phrase like:
-
“This shows that…”
Having a clear and concise main message is essential for a presentation or a good story. Tell your teacher what you have learned today. Was there anything missing from this lesson?