What are key messages of a product/service and the role of messaging?

  1. What are key messages?



Key messages are the main points of information that you want your audience to hear, understand and remember. They are bite-sized summations that articulate what you do, why you do it, how you are different and what values you bring to stakeholders (how an organization talks about itself and the value it provides).


Key messages are very important because they serve as the foundation of an organization's branding and marketing efforts and should be reflected in all written and spoken communications.


2. The Role of Messaging



Messaging translate a positioning statement into a set of convincing "key message" statements. Marketers use these statements to develop materials for marketing communication such as slogans, advertising copy, social media posts, presentation script and so on. Messaging documents are a blueprint for what all other materials and people should communicate.

Organizations may create messaging for different purposes. Corporate messaging communicates about purpose and value that a company provides to the market. Brand messaging focuses on how and what to communicate about a company, product and service. Product messaging articulates key selling points about a product.

Messaging ensures that everyone in an organization who need to communicate something with the market can do it with a common set of messages and a common understanding of what the market should hear from them. While messaging is usually created by marketing team, it may be used by individuals and teams across a company, from executive leaders to product managers, sales representatives and other groups, in addition to marketing team itself.

Messaging is an essential ingredient for a successful marketing campaign. A campaign can use existing messaging if it is tied to the topic in which the messaging has already been developed. For example, existing brand messaging can be used to develop a brand awareness campaign. If no suitable messaging exists, marketers may need to develop key messages expressly for a campaign.


Source: MSKTC, courseslumenlearning

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