You can learn many things about politics and politicians; however one area that successful politicians excel in is the “The Key Message” and the delivery of it.
Think about the key message President Obama used successfully throughout the nomination and presidential campaigns.
In Australia we have the Government reminding us during this “Global Economic Crisis” that “We are in a much better position compared to other countries”.
Usually these key messages are formed after research to make sure they resonate with the public and you will find that they do not stray from the key message. You will also find that the key message is communicated everywhere, on everything and repeated and repeated at every opportunity.
You will also find that all additional communication reinforces the key message because they know that it takes time for the public to take notice of it, perhaps think about it and believe that it is true.
Your key message comes out of your brand positioning and importantly your key point of difference however developing a key message is not always the easiest for a small business. Here are a few tips that might help you develop yours:
- Listen to your current and potential customers to find out what is their problem, needs and importantly their desires.
- Don’t forget about the emotional benefit as after all you are communicating with other human beings.
- Look at your competitor’s website or promotional literature to see what their message is so you do not just copy them.
- Enlist a creative friend or a company to help you develop your key message.
- Keep it simple.
- When developing your key message work up alternatives and ask for customer feedback.
- Make sure it is relevant and can pass the test of time.
Once you have your key message, remember you will get bored with it long before your customers do so unless you have a good reason do not just change it. Customer feedback and research can help you with this to make sure your message is still relevant.
Finally do not forget to communicate the key message on all your marketing materials, website etc to ensure there is consistency and to help reinforce the message with your customers.
Share with us your key message?
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