Compelling Key Messages: What They Are & How to Create Them

Table of Contents

By: Elizabeth Glassen

Recall the last time you heard a company spokesperson on TV or radio. What were your main takeaways?  If they’ve invested the same time and effort preparing their key messages as they do on a mission statement or company vision, then you probably heard their most pertinent points.

What are key messages?

Key messages are two to three memorable points that are important to your company that you want to get across consistently in all communications. There are two different types of key messages. The first type is the corporate messaging that, while may evolve, remain largely unchanged overtime. These messages highlight the important parts of your business in a succinct way across multiple audiences. For example, a clothing brand that ethically sources fabrics and manufacturers may communicate that in a key message around their commitment to corporate social responsibility. 

Other key messages may pertain to a particular product or service. For example, if you launch a new brand of running shoes, you’ll want two or three points demonstrating how the item benefits your customers — lightweight for runners or good stability hikers.. This message applies to that product but may not be a corporate message across all your brands. 

For company spokespeople, having well prepared messages on hand will allow you to lead the conversation and influence what the audience takes away.Some spokespeople might think that in an interview, they are better served to communicate as much information as possible. But if you want to be memorable, the opposite is true. Audiences are more likely to remember a couple of messages that are simple, concise and repeated.

How do you create key messages?

Take a step back from all the facts and figures you know about your company and think about answering three main questions that will help inform your key messages:

  1. What do you really do? Starbucks doesn’t just serve coffee; it serves up an experience. Pharmacies don’t just dispense medications; they seek to improve your quality of life.  
  1. Why do you do it? What is your company’s objective? For example, Nike’s objective is to sell sportswear and accessories, and with their tagline ‘Just Do It,’ Nike might say they’re looking to inspire the world to achieve their fitness goals. 
  1. How are you different from your competitors? What makes your company stand out? For Tesla, it would be their leading-edge electric car technology. 

The answers to the above questions should be geared towards your audience and should help to answer the question “how does it benefit the customer?” Once you’ve created your key messages, make them yours, embrace them, repeat them and use them as the basis for all your communications from interviews, speeches, internal communications and marketing materials

How do you communicate your key messages?

Key messages aren’t just  cut & paste into your communications, they’re incorporated into your communications materials and adapted depending on the medium and the  audience. 

For example, a newsletter to subscribers will have different content than a TV interview. Since newsletter subscribers may already be aware of your company, you can incorporate your key messages into more detailed, relevant information that is tailored to a more knowledgeable audience. 

On the other hand, TV will focus more on quick soundbites and quotes to an audience that may not be aware of your company — meaning you have a limited opportunity to convey your messages so ensuring they are succinct and simplified will be important for this audience.

The Takeaway?

Key messages are simple, memorable and meaningful statements that remain consistent throughout your business — from spokespeople to content developers and even customer-facing employees. 

Key messages should be incorporated in all distributed content, both internal and external communications such as on your website, social media, internal Q&As and newsletters, fact sheets, presentations and press releases. Consider them the base of a pyramid that makes up a dynamic and comprehensive communications strategy and can help to ensure the success of your business.

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