Messages matter. 7 tips to develop your key messages

When was the last time you re-evaluated your key messages? Do your messages just say what you do or do they grab the attention of your target market? Messages really matter. We know and understand our businesses well, but that doesn’t always mean to say our target market does.

A well-defined set of key messages should be a core element of your marketing plan. They don’t have to be long or complex. I encourage you to develop your key messages if you haven’t already done so, or evaluate them if it’s been a while since you have looked at them.

I’ve written below 7 tips to help you explore and develop your key messages.

1. Key messages don’t need to be long or complex

3-5 key messages are ample. You don’t have long to reach your target market. People are busy. A few well written key messages are more important than having a large number of complicated messages. Keep it simple.

2. Grab your target market’s attention; meet a need

Key messages should grab the attention of your target market. Focus not on how you can meet a need or solve a problem, or necessarily just about what you do. Consider your target market(s), and think about how you can make life better for them. Why do they need your service or product? What’s in it for the client?

3. Appeal to emotions

Appeal to an emotion(s). Consider what problem or need your audience may have, how that makes them feel and then how you can address this for them.

4. Build trust

Tell your target market why they should choose to do business with you over and above any and all other choices they might have. Talk about your experience, what others say about you.

5. Don’t make assumptions

Often, we can assume how we think we are meeting a need or that a client understands what we do. There’s no better way to finding out what people think about your business than asking them. Complete some basic market research with your current and potential client base. Also look at your user generated content. You might find a hidden gem or message. This can then lead you to put across an element of your business which you haven’t considered before.

6. A picture tells a 1000 words

Once you have developed your key messages, you won’t necessarily be communicating them as text. Your key messages should be evident across all your platforms. When potential clients visit your website, social media, see your promotional material, they should be able to see your key messages just as much as they can read them. Consider use of your brand, colours, pictures, video, design.

7. Be consistent

When communicating your key messages, be persistent and consistent. Often people need to see, hear or read something more than 7 times for it to be present in their minds. Look at the bigger picture with your marketing. What are you saying when and where? Develop a way of communicating your key messages in different places over a period of time. You might choose to focus on one key message for a month and then change.

If you would like to learn more about developing key messages or would simply like to have a conversation about your marketing strategy and activities, please do get in touch and we’ll arrange a chat and a cookie! #ShareTheCookieLove

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Who I am!

I own and run Made with Maturity, a web design and digital marketing company based in Plymouth, UK.

Alongside my husband and our hand-picked team, we help build projects to give results that are designed to last.

Working across a number of different sectors nationally and locally, we focus on strategy, collaboration and building long term relationships.

We really like to meet, connect and get to know others who are in business, so we also run the Cream Tea Club, an informal business networking group who meet every other month in hotels across Devon and Cornwall over a cream tea!

Clare Stirling | clare@madewithmaturity.com | https://twitter.com/MwMaturity