How to create compelling key messages

Key messages are the foundation of any communication strategy, whether internal or external, and should be used in all communication activity.

They create focus, control, and intensity in influencing your target audiences. Therefore, knowing how to create compelling key messages will enable your communication to have more impact. Here are four steps to follow:
 
1️⃣  Preparation
🔹Start by reviewing the organizational mission, strategies, goals, and objectives so your messages align with the broader direction.
🔹Identify brand vocabulary, considering words and phrases you want to be associated with your brand.
🔹Conduct a competitive analysis to avoid creating messages that are too close to competitors’ offerings.
 
2️⃣  Once you have the preparation done, next:
🔹Pull together a representative team including any external PR and marketing consultants.
🔹Identify your messaging needs, whether ongoing or a one-off situation.
🔹Confirm your target audiences or stakeholders.
🔹Draft key messages that are wide in scope and describe the point of view of your organization, product, service, or program.
🔹Focus on benefits that distinguish your offerings from others, highlighting the value and features that directly cater to your target audience.
🔹Substantiate your points with supporting details that distinguish your case and add credibility.
 
3️⃣  At this point, check your key messages for the following:
🔹Do they align with your organizational mission, business plans, goals, objectives, and brand strategy?
🔹Are they unique to your firm or can they be applied to competitors as well?
🔹When read out loud, do they sound convincing and credible?
🔹Are they easy to recall and repeat?
🔹Are they active rather than passive voice?
🔹Can you simplify and tighten the wording?
🔹Can they be tailored to different target audiences, with flexible language and depth of information?
🔹Do they motivate stakeholders to act – giving a ‘call to action’?
🔹If possible, test the messages with internal and/or external groups.
 
4️⃣  Finally, put a reminder in your calendar to review the messages regularly. Are they still relevant and having the needed impact? 🗓️


For more tips and real examples click here. Or get in touch if you want help with your #Messaging #WriterForHire #ContentStrategy.
 
📷 Jason Goodman on Unsplash