The Articulate Consultants Overview of Key Messages

“The future of the book is the blurb.” Marshall McLuhan said this in his 1965 book, The Medium Is The Massage. McLuhan foresaw how communications technology would create a global village where succinct, convenient communications would be favoured and bring people together. Now, the right key messages can make those who stand behind them stand out and prosper.

Global village or not, we live in an era when many people encounter much more information communicated to them than people did in any prior era. This is why those who intend to achieve more through their communications must strategically consider what to say, how to say it, who should receive it, and by what media.

A few words matter, particularly in business, where the right few words can differentiate a company from its competitors. Concise, meaningful, authentic key messages are more important now than ever.

what key messages are
Key messages are words that convey the essence of something with a distinct identity and purpose. It could be a company, a team, or other organization; a product line, a project, or discrete bundle of services; or a mission, a philosophy, or set of values. A key message puts a brand into a few well-chosen words.

A key message could be:
• a single-word expression.
• a phrase.
• a single-sentence declaration or exhortation.
• a statement of a few poignant sentences.

Examples:
• name.
• nickname.
• motto.
• slogan.
• mission statement.
• statement of core values.
• vision statement.
• elevator speech.

what key messages do
A key message concisely communicates identity and purpose, ideally in words that the right people accept instantly.

what makes a key message key, or how it is important
Key messages unlock awareness and understanding of identity and purpose, creating clear understanding in a few words. Key messages promote brands to target markets.

what makes a good key message good
In any context, a good key message clearly states the central idea and identifies the benefit it offers. In the context of marketing and managing a brand, a good key message meaningfully identifies the brand and concisely states what it means to the market – ideally positioning it as irreplaceable.

what makes a bad key message bad
A bad key message identifies the brand or central idea in a flatly factual way, lacking a hook. It might state the purpose or intent in a way that lacks any special or unique quality. A bad key message could even repel the people meant to be attracted.

how long key messages last
Just as a slap in the face is always memorable, so a remarkably ill-timed, improper, weak, or otherwise out-of-sync key message leaves a lasting impression – even among those who push it away.

A key message that goes unnoticed because of its irrelevance, blandness, or mediocrity has minimal impact – sometimes despite persistent promotion. When promotion stops, the key message could already be dead.

Just as a sweet melody seems precious to many listeners, so an on-target key message can gain supporters rapidly. A strong enough key message can gain self-appointed promoters who help its spread. (It “goes viral.”) In such cases, a key message can last an era and seem to have a life of its own.

what difference a good key message makes
A good key message has a way of corresponding with the values or mood of the market so that it touches people as intuitively correct and validating or compelling. Whoever stands behind a good key message could be liked by and even find loyalty among those who respond well to it.

For example, consider how “Just do it” helped a sporting-goods company harmonize with its market and increase loyalty and market share. That slogan has had significant equity value to Nike for years.

how to reduce reliance on luck
Sometimes, those who coin a key message that hits the target only succeed after a few lesser successes. Musicians, for example, can perform good music for years before playing a true hit.

Intelligent trial, testing, and monitoring are second-best only to great luck. This is how a company seeking to stand out in its market and succeed can increase its probability of success by working with an expert in marketing who specializes in key messages.

– Glenn R Harrington, Articulate Consultants