How to write key messages that actually cut through
Key messages are the basis of every piece of comms you put together. They’re how you position a change, a campaign, or a person. Getting your key messages right is also critical because:
It’s easier to do the writing and approvals later if you have a set of key messages that have already been approved
It makes sure everyone is singing from the same song sheet - super important in times of change and crisis!
You know exactly what you’re saying and how you’re going to say it - taking the stress out of thinking on the spot.
So here’s our five top tips for making sure your key messages hit the mark, and actually resonate with your audiences.
1. Ditch the corporate jargon
Write as though you’re explaining the topic to a friend or family member at BBQ. When we use corporate jargon, we risk our message not being understood, or coming across as pompous (or even worse - like we’re trying to hide something). You’re talking to people from a wide variety of backgrounds and contexts, so keep it simple.
2. Write factual position statements … not just facts!
This is about telling a compelling case for why. You’re developing position statements that provide context to the facts, so people are more likely to understand why you want them to know, feel, or do something differently.
3. Get the tone right
This can be a tough one - finding the balance between fact and fluff! The sweet spot is somewhere in the middle, where you’re still talking about facts, but with a tone that is friendly, approachable and professional. Too far to one end of the spectrum and you can come across as cold and uncaring. Too far to the other and it’s all fluff.
4. Write from your reader’s perspective
This can be a really hard habit to break, but it can make a big difference to how well your audience receives your message. Talk about why this is relevant and important to THEM, not to you or the business.
5. Tailor!
Like most elements of comms, there is no one-size-fits all approach to key messages. While there will naturally be some high-level messaging that goes across all audiences, it’s likely there will need to be specific position statements for different audience groups. The benefit is that it shows you know this audience, and can connect with their contexts, thoughts and feelings.
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