There is a lot to say about creating and leveraging tension in a message. It has been one of the most fascinating discoveries for me as a communicator. In an earlier post, I discussed the differences between a felt and unfelt tension. In this post, I want to discuss a few critical questions I like to use as a tension filter while developing message content. For me, every message must provide an answer or solution to one of these questions.
1. What is the question this message answers?
Every message (I understand there may be some exceptions) should provide an answer that leads to a point of application. And every answer is built upon a question. If you can identify the question at the center of your solution, you have found your tension. Now, build up that tension in the beginning of your message so you can present the answer to an audience who is ready to hear the solution.