Key Themes and Messges

Key Themes and Messages Communications 101

Mission/Proposition Keep this brief – less than 10 words if possible. This is very important to your executive committee … they will want to know what you think.

Vision How are you going to ACTIVATE your mission? Again, keep it brief.

Message What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

Client needs … What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

I am looking for … A partner who: Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4. Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points. Point 2 –There is always more than one point of pain … Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

Why You? Why You?: A partner who: Don’t forget social media and the changing landscape of marketing. Include and value add, unique selling points etc. Make sure you use an emotive form of language that addresses your brand promise. How does your company fit the bill at each point? Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4. Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points. Point 2 –There is always more than one point of pain … Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic. Need: What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak. Message:

Thematic
Theme 1
Your thematics run through every communication, whether it is a TVC, a web banner or a piece of print. Sometimes you may only have one theme.
Theme 2
When your themes start to grow in number, you need to make sure that they relate back to your customer/consumer needs. This theme needs to synchronise with theme 1.
Theme 3
It is preferable for this theme to include a call to action. This should underscore every communication. It could be the way that you sign off your message, it could be a strap line. Make sure it is memorable.
Theme 4> (optional)
Make sure you don’t get carried away. The more themes you have the more potential you have for confusion. If you HAVE to have four or more … make sure that they work in harmony with each other. Ask a poet for advice.
Each of these themes are used in every communication.

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Key Themes and Messges

by Gavin Heaton

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