Effective key messages and How to create key messages

Updated: Jul 28, 2021

1. What are the attributes of good key messages?

Effective key messages are:

Concise: Focus on three to five key messages per topic; write one to three sentences for each key

message; should be read or spoken in 30 seconds or less.

Strategic: Define, differentiate, and address benefits.

Relevant: Balance what you need to communicate with what your audience needs to know.

Compelling: Design meaningful information to stimulate action.

Simple: Use easy-to-understand language; avoid jargon and acronyms.

Memorable: Ensure that messages are easy to recall and repeat; avoid long, run-on sentences.

Real: Use active voice, not passive; do not use advertising slogans.

Tailored: Communicate effectively with different target audiences by adapting language and depth of information.

2. How to develop key messages?

The key messages that make up a messaging document should do the following:

- Express the main idea that you want your audience to understand and remember about your offering

- Resonate with your targeting audience, such as that they pay attention and feel what you are saying matters

- Articulate clearly and concisely what you need to communicate about, for example, what you stand for, why you are different, what values you can offer and what problems you solve, etc.

Some basic steps:(click here for more detail)

- Start with the Basics: What, Who, Why?

- Draft Message Statements

- Organize a messaging framework

- Refine your work

- Test, finalize, and routinely update key messages.

Source: courses.lumenlearning, MSKTC

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