Remember the rule of three Test them Formats for documenting your messaging. Why do I want key messages? Messages are the words that help you deliver your narrative.
November 5th, Writing a compelling key message Articulating a key message is one of the foundations of marketing. If you think of marketing as the communication of ideas to various groups of people with the goal of changing their behavior, then understanding what to convey to them is the first and most important step in the process.
What exactly is the key message?
The key message is sometimes known as a positioning statement because it positions your startup against competitors. It needs to be independently compelling and believable.
You, your company and your customers need to buy into it. No fluffy statements or BS. It needs to be differentiated from competition. It will fall on deaf ears or simply look disingenuous.
Note that the key message is not: These only state what the product does, not the benefit it provides. These are creative interpretations of the key message.
Not surprisingly, a well-crafted key message takes time. Brand strategists at big advertising agencies spend weeks or months on this one statement, laying the foundation for creative folks who then find clever ways to express it. But why should startups care?
Who remembers Gowalla or Jaiku? Others craft key messages that are over functional and uninspiring.
Still others try to say too much and never figure out what aspect of their product really makes people tick. Their key message usually looks something like this: This message is too functional and boring. To avoid running into this trap, think about the reason behind what you built and articulate that better.
This message is not the least bit differentiating, as there are dozens of other apps that do the same thing eg Instagram.
Referencing a small feature like photo filters will probably not help - a larger philosophy or process is necessary to stand out. If you still have a hard time articulating your point of difference, you may want to revisit your core product.
This message is focused too narrowly on one specific product feature, which means it will become obsolete if the business grows and the app adds new functionality.Finally, if you’ve chose the right three key messages, MOST of the questions can be answered with one of them.
So let’s check this out with the store example. Here are three key messages for our . Key messages are opinions that you can back up with proof and case examples, which you demonstrate within your writing.
By prompting your readers to ask questions, key messages immediately get audiences involved in your issue. Phase 1: Brainstorm key message concepts with internal stakeholders. Whenever possible, work with your organization’s communication staff to hold a key message development brainstorm session.
Include internal stakeholders who ultimately need to approve the key messages. However, developing key messages that are clear, concise, honest and positive puts you in control of the information that is ‘out there’ and allows you to influence your audience in the most effective way.
Review and refresh ; Always be aware that your key messages are not static. Finally, if you’ve chose the right three key messages, MOST of the questions can be answered with one of them. So let’s check this out with the store example. . Key messages are opinions that you can back up with proof and case examples, which you demonstrate within your writing.
By prompting your readers to ask questions, key messages immediately get audiences involved in your issue.