This document outlines the importance of developing key messages that reflect a company's beliefs and guide its marketing efforts. It provides three tips for creating key messages, including identifying core associations, aligning perception with desired image, and understanding emotional responses. Additionally, it emphasizes the need for a marketing material audit, key message strategy, and guidelines for consistent messaging across all content.

1. 3 Tips for Developing Your
Key Messages
Ge#ng Focused on Your Core
Messaging to Increase Sales

2. What is a Key Message
A KEY MESSAGE IS…
A statement of your company’s beliefs
that echo throughout all marke?ng
materials, decisions, and ac?ons.

3. Did you know?
Your company can have
more than one key message.
Examples:
• an organic skin care product company, possible key
messages: clean living, body confidence, and integrity
• a recrui?ng agency, possible key messages: professional
empowerment, educa?on, and being a trusted advisor

4. Why are Key Messages
important?
Key Messages:
• Give purpose to your company’s values and
ac?ons
• Become a star?ng point for guiding content
• Help bring clarity to your company’s WHY*
*Having trouble discovering your company’s why? Focus on developing your key messages to
draw the why out of you

5. Are Key Messages different
from Core Values?
Core Values Key Messages
These are who your company is and
oPen show up in your ac?ons
• More ac?on based
• Guide decisions
• Demonstrate who your company is
These are the behind the scene
beliefs that guide your company’s
content and voice on all marke?ng
materials
• More content based
• Guide content development
• Bring purpose to marke?ng
material

6. 3 Ips for creaIng your
Key Messages
1. List 3 – 4 keywords for associa?on with your company and
why
2. Understand percep?on: reality vs. desired. How is your
company being perceived and does this align with how you
want to be perceived
3. Recognize the emo?onal response you want prospects and
clients to have when they think of your company

7. Your Messages are
developed….now what?!
1. Do a markeIng material audit. Ask what key messaging your
current content supports; where they’re being used or
should be
2. Key Message strategy. Develop strategy to ensure
messaging is across all content. Try and use only one
message per marke?ng item to give it clear focus.
3. Guidelines. Set up guidelines for incorpora?ng messaging
into all future content.

8. Thank You!
If you have ques?ons or would like to discuss your key
message development, contact:
Lindsay Harle-Kadatz
The Write Harle
www.thewriteharle.com
lindsay@thewriteharle.com