First and foremost, you need key messages to launch your product efficiently and successfully. These messages will be used internally for your Sales team, Marketing team, and executives, and externally for sales pitches, speaking engagements, networking events, and press.
Messaging should be developed for the company itself, a product, or software feature that is launching, or the service your company provides. In creating these key messages, you’re highlighting the importance and credibility of WHY this product or service exists and WHY your company created it.
Key messages are critical to any communication plan because they convey the important points of information that you want your audience to retain. They should also connect to your company’s goals, strategy, and values. After all, when you talk about your product or service, you’re representing the company and explaining it’s value to the customer.
Key messages should clearly communicate information about the product without excess jargon or buzzwords. If you do not prepare key messages beforehand, there is a natural tendency to elaborate, over explain, or ramble about your product. This can confuse your audience and cause them to miss the main attributes about the product and your company that matter.
Your products’ key messages should be easy to remember and to the point. Any statements you make publicly or internally should include strong, active language and avoid jargon, taglines, or company mottos.
The best presentations, interviews, or sales pitches sound natural and organized. You may think it’s just the way the person speaks or their presence on stage. In reality, there was a lot of preparation, research, and practice that went into it. You may take away something different than the person next to you. Unique interpretations are to be expected, but if the messages and key information are too long, confusing, or repetitive, the entire audience may miss the main point. That means the message is messy.
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