Building a Movement? Here’s the Real Secret Sauce: Messaging That Doesn’t Suck
Alright, let’s get real: movements aren’t born, they’re built—brick by brick, fueled by caffeine, and constructed on the backbone of messaging that actually hits. You want to create a movement? Good. But here’s the catch: it’s going to take more than a catchy hashtag or a few fiery Facebook posts. Movements that stick aren’t just about what you say; they’re about how you get people to care, get them to feel like they belong, and maybe—just maybe—get them to give a damn.
Power: Who’s Really Holding the Mic?
First thing’s first: in social movements, power isn’t about who’s the loudest. It’s about who’s shaping the story. You’ve got to ask yourself, “Who gets to tell this story?” Spoiler alert—it better be the people who are actually living it. The #MeToo movement, for example, didn’t kick off because some celebrity decided it was time. No, it was Tarana Burke who launched it, an organizer who understood that power lies in passing the mic to the people who’ve got real skin in the game.
Action Step: Take a hard look at your own messaging. Are you centering the voices that need to be heard? If you’re talking for people instead of with them, it’s time to hand over the mic.
Relationships: Your Secret Weapon
Here’s the truth: Relationships are the currency that buy trust. And trust? That’s what holds everything together. You can’t waltz into a community like some kind of PR paramedic, tossing slogans and expecting everyone to jump on board. Building real change takes real connections. Movements that last are the ones that don’t just hit people with facts but draw them in through genuine relationships.
Action Step: Start small. Maybe it’s a cup of coffee with someone who’s not yet a fan. Maybe it’s asking what they actually care about. Build the kind of relationships that last longer than a hashtag.
Movements Aren’t One-And-Done: Adapt, or Die Trying
Listen, movements are constantly evolving. The minute you start building momentum, the forces that oppose you will double down. Just look at #BlackLivesMatter—the movement wasn’t some static force; it adapted, flowed, and kept going even when the news cycle moved on. Your messaging has to be agile, ready to pivot, and unafraid to say, “Yeah, that wasn’t working. Let’s try something else.”
Action Step: Stop thinking of your message as written in stone. Review it every month. Is it still relevant? If not, tweak it. And if it’s flopping? Dump it and move on.
Ask the Right Questions
Most organizations think the biggest question is, “What’s our message?” But that’s the wrong question. The real ones are, “Who’s telling the story? Are we building real relationships, or is this just a one-off?” Don’t just churn out content for the sake of content. Instead, invest in communication that’s going to build long-term power.
Action Step: Grab a notebook. Write down those big, hairy questions. If you’re not sure who’s holding the power or if your relationships are just transactional, you’ve got work to do.
Final Thought: Communicate Like an Organizer
Here’s the takeaway: if you want to create a movement, your communications can’t just be about shouting into the void. Think like an organizer. Embrace power (but be smart about who holds it). Build trust, stay flexible, and remember: it’s not about spreading the word—it’s about building something real, something that lasts.
Ready to create messaging that doesn’t just inform but ignites? Sign up for my newsletter to get beyond-the-basics tips on building movements that last, or book a Fit Call today, and let’s craft messaging that sticks, resonates, and might even make a few people uncomfortable in the best way possible.
