At Springboard PR & Marketing, we advise our clients to always invest time into crafting powerful key messages. These are the core descriptors that will differentiate you, your business or product among your new and existing clients, and in the media.

Once you have developed strong key messages, these should be used consistently across all your communications, including your website, brochures and presentations, your LinkedIn profile and when communicating with your target audience and the media.

There are some pointers that we consistently stick to when developing key messages for our clients.

Short and sweet

Focus on two to three main points that you want to convey about your business or product. Keep the points short and simple, and ensure that they filter through all of your communications and marketing material.

Proof point

For every message that you develop about your company, you need to prove that message to your target audience. For instance, if one of your key messages is that all members of your team are award-winners in their field, you need to name the awards they have won, or link to the awards on your website.

Solve a problem

New and existing clients are always interested in finding a solution to their problems or challenges. Focus on identifying a common need or issue that they experience, and tell them how you can solve that problem or address that need. In order to gain “buy in” from the audience, you need to identify exactly what they will get in return for the time or money you are hoping they will invest.

Be bold

Ensure your key message will make you stand out and make you memorable to your audience. Tell your audience what your competitors are doing, and how you plan on being different. Richard Branson for example is a major advocate of disruption. He believes in challenging the status quo and having a passion to do better than your competitor.

At Springboard PR & Marketing, we also believe that a passion to succeed is vital when crafting your key messages, and we encourage our clients to embrace this passion during the creative process.

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.