5 Tips For Creating Powerful Key Messages For Your Business

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Messaging is the key khổng lồ achieving impact with communication. Key messages create focus, control, và intensity in influencing your target audiences. This article provides valuable guidelines on how to lớn create compelling key messages.

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Key messages are the foundation of your communication strategy and should be used in all communication activity. They are not taglines. Key messages aren’t appropriate to lớn be memorized & repeated word-for-word, but should be used as guidelines so they can be included naturally into conversations. Knowing how to lớn create compelling key messages will enable your communication lớn have sầu more impact.

So what are key messages? They are the essence of what you wish khổng lồ communicate, bearing in mind that communication is not about what you say or send; communication is about what the receiver perceives it to be & what they vì chưng with it. The broad ways of communicating key messages are written, visual, verbal and nonverbal communication, as well as various combinations of these if appropriate. Key messages need to be carefully planned and prepared so they are robust & widely applicable for the organization’s purposes. Examples below.

Social psychology professor và author of the best-selling book Influence, Robert Cialdini, says recent thinking is that we should consider language as mainly a mechanism of influence, no longer as just a means of delivering communication. This underlines the fact that key messages need to lớn be carefully crafted because they are so important. They shape what you want people khổng lồ think và do.

Preparation

Debbie Wetherhead, former lăng xê agency head và now Lecturer of Public Relations at Kennesaw State University, recommends 3 steps lớn prepare key messages:

Start by revisiting the organizational mission, strategies, goals và objectives so you develop key messages lớn align with their broad direction.Identify br& vocabulary, considering words và phrases you want associated with your brvà & their SEO implications.Conduct a competitive analysis khổng lồ avoid creating key messages too cthua to lớn competitors’ offerings. You can Review competitors’ websites, blogs, marketing material, ads, publiđô thị và social truyền thông media mentions to lớn chart competitors’ key messages, value propositions, proof points và brvà vocabulary.

Steps khổng lồ develop key messages

Collect a representative team together (consider including your external truyền bá và marketing consultants) khổng lồ develop words và phrases as the core of complete sentences that will khung key messages. Collect on a flip chart or whiteboard.Identify your messaging needs, whether ongoing or a one-off situation.Confirm your target audiences, or stakeholders.Chechồng that a broad approach suits.Prepare key messages that are wide in scope và describe the point of view of your organization, hàng hóa, service, or program.Focus on benefits that distinguish your offerings from others, highlighting the value & innovative features that directly cater khổng lồ your target audience.Substantiate your points with supporting details that distinguish your case & add credibility. Quoting facts & statistics, validation from experts, stories & visuals can be effective.

Features of key messages

Concise: Maximum 3 key messages per page; each statement only 1-3 sentences long or under 30 seconds when spoken.Strategic: Define, differentiate và align with benefits/value proposition.Relevant: Balance what you need to lớn communicate with what your audience needs to know.Compelling: Meaningful information designed to lớn stimulate action.Simple: Easy-to-understvà language; minimal jargon và acronyms.Memorable: Easy lớn reHotline và repeat; avoid run-on sentences.

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Relatable: Active rather than passive sầu voice; no advertising slogans.Tailored: Adaptable to different target audiences, with flexible language và depth of information.Framework of key messages in action
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A ‘house’ framework from Message House, as above sầu, is a simple, powerful image that can be used as a guide for staying on track with key messages, and also to lớn show internal và external stakeholders how the message strategy operates:

A key overall message or ‘umbrella statement’.Supporting messages‘Proof points’ offering backup and/or more detail – shown in the above diagram as ‘Foundation’.

Examples of key messages, supporting messages and proof points/validation

Riverstone is the market leader in xyz products.

Riverstone products are the top-selling xyz hàng hóa in the market. Riverstone is the only xyz sản phẩm manufacturer listed in the Fortune 500. Payne Retìm kiếm lists Riverstone as number 1. More Fortune 500 companies choose Riverstone xyz products than any other br&. Data compiled by Riverstone market research team. Business Week magazine covered Riverstone’s market leadership in a feature article in October last year.

Riverstone products deliver proven ROI.

Users of Riverstone xyz products cut costs by up lớn x%. Riverstone user case study. Article in ABC business magazine. Riverstone xyz products are lower priced than top competitors. According khổng lồ FGH online price listings & DEF company data sheets. Customers report average return of x%. Riverstone survey data/responses. Customer quotes.

Actual 3M examples of how lớn create compelling key messages

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3M mission

3M Science. Applied to lớn Life.™

3M is a global science company that never stops inventing. Using 46 technology platforms, our integrated team of scientists và researchers works with customers to create breakthroughs. Our inventions have sầu improved daily life for hundreds of millions of people all over the world.

3M key messages and proof points (validation)

3M is a diversified công nghệ company.

45 giải pháp công nghệ platforms. Shared technologies.

3M applies innovation systematically lớn anticipate and respond lớn customer needs.

Technologies are used lớn develop solutions for multiple markets.

Practical and ingenious solutions are a strong part of 3M’s legacy.

McKnight Principles (former 3M chairman William L. McKnight encouraged 3M management to lớn “delegate responsibility and encourage men & women to lớn exercise their initiative.”

3M is a global company with local presence throughout the world.

Technical & manufacturing resources closer to global customers.

3M consistently fulfils its commitment lớn investors, customers, employees and communities.

Operational efficiency Environmental achievements and goals 3M Foundation Volunteer programs

3M fosters a culture of leadership at all levels

Leadership Development Program

3M can be trusted khổng lồ vị the right thing

Business Conduct Policies

Review

Cheông chồng your key messages to ensure they are good quality:

Do they align with your organizational mission, business plans, goals và objectives, and br& strategy?Are they chất lượng lớn your firm or can they be applied khổng lồ competitors as well?When read out loud, do they sound convincing và credible?Can you simplify và tighten the wording?Do they motivate stakeholders to act – giving a ‘điện thoại tư vấn khổng lồ action’?

If possible, demo the messages with internal and/or external groups to lớn ensure they appeal. I have found focus groups to lớn be a valuable source of ideas và feedbaông xã.

Put a reminder into your calendar khổng lồ check your key messages from time khổng lồ time. Although they support your mission, values & br& at the outphối, you should ensure they still meet your & audience needs over time.

Strategies to lớn create compelling key messages for specific campaigns

If you wish lớn develop a svào message for a campaign, this article explains how lớn bởi it.