Key Messages Overview

What is it?

  • A visual way to organize your most important messages
  • It helps you prioritize what you want your audience to hear
  • It ensures consistency in how everyone speaks and writes about your brand
  • Only use a few - a primary and for initiatives, major news or a crisis

What does it include?

  • Key messages include bite-sized information
    • 1 Main Message
    • 3 Supporting Messages
    • 3-5 Proof Points per Supporting Message

Main Message

  • The main idea you want your audience to hear, understand, and remember
    • What's the ONE thing you want people to hear and remember?
    • It's like a thesis statement in an essay
    • If asked a question, what would you want a speaker to get across?
    • We often use the "Promise" from the Brand Strategy

Supporting Messages

  • Points that make the main message more clear
    • It's like the supporting messages for a thesis in an essay
    • Should summarize several detailed Proof Points
    • Limited to 3
    • We often use the "Secret Sauce" from the Brand Strategy

Proof Points

  • Specific reasons to believe each Supporting Message
    • What are the 3-5 reasons for a person to believe each Supporting Message?
    • Provide facts/proof with why the Supporting Message is true (often numbers-based)
    • Proof Points are a way to get to the Supporting Messages and ultimately the Main Message
    • When asked a question, sometimes a speaker starts with a Proof Point

Good Key Messages:

  • Aligned with overall business strategy
  • Unique, accurate and verifiable
  • Concise (you only have one page for a reason)
  • Easy to understand and easy to restate (no corporate jargon)
  • Relevant to specific audiences

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