Messaging is king in the world of marketing. A strong, to-the-point message should be at the heart of all of your communication with your audience. The right message is vital in creating an impact on your target and producing focus, control, and influence.
As the bedrock of your marketing strategy, your key messaging should be used consistently across all of your marketing communication, no matter how big or how small. But before you can begin using your key message, you need to work out what it is.
What is key messaging?
Key messages are more than simply what you say. They reflect the essence of what you are trying to convey. They are not just words; they are what your audience perceives your communication to be and what they choose to do with it. They mould people’s perception of who you are, what you do and what your values are – which is why they are so important and need to be carefully and thoughtfully crafted.
Where do I start?
It may sound daunting to try and condense your entire company’s identity into one message. But, in fact, with some expert guidance and a little thought, you can create compelling key messaging for your business in just a few steps.
Prepare.
First things first, you need to look at your business’s mission, goals, strategies and objectives to ensure that the key messages you create work with, and complement them. Identify specific words and phrases that are integral to your brand and make sure you incorporate them throughout your messaging. Think also about the SEO implications of these words. Next, you need to do some research. Take a look at your competitors’ marketing to make sure you don’t create messaging that’s the same or too similar to theirs. You want your key message to be unique to you and your business.
Develop.
Now it’s time to develop your key messages. First, identify your messaging needs – will it be a one-off or an ongoing situation? Decide on your target persona and ensure that a broad approach will fit. Then, prepare key messages that convey your business, product or service, and that clearly describe the advantages that set you apart from others. These messages should highlight the value that caters to your audience and the features that solve their pain points. Each point should be supported with details that confirm your statements and validate what you are saying. Facts and statistics, validation quotes from experts, and case studies are some effective methods of substantiation.
What should my key messages look like?
Solid key messages should be:
● Bespoke – customisable for different target audiences
● Memorable – they need to stick in people’s minds
● Simple – easy to understand and jargon-free
● Concise – no more than 3 messages per page
● Relevant – they need to deliver exactly what the audience needs to know
Once you’ve created your key messages, you need to review them to make sure they’re right. Check that they sound convincing when read aloud; do they echo your business’s values and mission statement, and do you feel they would motivate someone to accept your call to action? If the answer to all of these questions is yes, then you’ve got your key messages sorted!
If you’d like help creating compelling key messaging for your business, please contact 3twelve to arrange your free 30-minute strategy call: https://3twelve.co.uk/contact/