Key messages are concise phrases or sentences that convey the core purpose and focus of a marketing campaign. They reinforce a brand's message and guide all marketing activities. Effective key messages are believable, understandable to stakeholders, distinctive from competitors, aligned with company strategy, and credible. When crafting key messages, it is important to consider both verbal and structural approaches to ensure the core message is clear and will be remembered by the target audience.

1. Key Messages and Writing Skill Basic Knowledge about

2. Key Message is….. tool to conveys your marketing campaign’s purpose, reinforce your brand, guiding all your marketing messages and activities, in limited sentence or phrase the core of the writing, open the door to direct communication with your audience – bridging what your audience already knows and where you are trying to take them the core message you want your target audiences to hear and remember , which create meaning and headline the issue. That also allow to control communication and enhance relationship with target audience

3. Key Message Reinforce Guiding The Core To hear and remember Create meaning

4. Defining Key Message Verbal Approach Structural Approach

5. Defining Key Message Verbal Approach A is B Because C

6. Defining Key Message Structural Approach Main Message Supporting Message Supporting Message Supporting Message Facts Facts Facts

7. Key Message’s tips Be believable – support with evidence Be understood – reflect stakeholders understanding Be distinctive – clear competitive awareness Be agreed – company strategy Be credible – know your stuff Drive your agenda Avoid negativity – Enhance positively

8. Example – Cerebos Indonesia

9. Example – Cerebos Indonesia Corporate: Indonesia is the next mega market for Cerebos Consumers & Products: BRAND’s to unlock potential of Indonesian consumers and stakeholders Indonesia is a promising market for Cerebos, where it has the largest economy within Southeast Asia countries with its large population that has familiarity with chicken essence BRAND’s positioned itself as a health food supplement that support human physically that covers body fitness, immune system, stamina, and prevent sickness. In order to increase its presence in Indonesia, Cerebos will strengthening its local infrastructure and distribution, leveraging the scientifically proven benefits of its products and using step by step approach to reach huge Indonesian market BRAND’s also support good physical human body, that will make fresh and fit feelings, able to focus and concentrate better, and think clearly; triggers optimize in work and doing all activities, resulting in good marks or better work performance. Strategically Cerebos Group is at stage where it aiming for accelerated growth and Indonesia, for many good reasons is one of the best market to invest in, where the health supplements growth rate is projected to grow by double digits in the coming years BRAND’s Essence of Chicken aim to help the consumer to be at their best to face daily demand of life, and to live life to the fullest. This resurrection moment of Cerebos from the late 80s presence in Indonesia is representing its commitment to providing quality assured health care products for people at all life stages BRAND’s Essence of Chicken is an all natural product, free from fats, cholesterol, preservatives, MSG, stimulants, artificial coloring and flavoring, and low in sodium. Those ingredients have been made BRAND’s a trusted products by generations.

10. Example – Cerebos Indonesia

11. Example – Cerebos Indonesia

12. Example – Cerebos Indonesia

13. Example – Cerebos Indonesia

15. DAVID VS GOLIATH CRIME HEALTH DISASTER PUBLIC CONCERN/ PUBLIC FIGURE TECHNOLOGY INNOVATION SEX NUMBER (DATA) HYPERLATIVE Things to Write AND to Read

16. Conflict : dispute between parties Impact : the shock/ ‘wow’ factor Human interest: simply heart-wrenching stories Odd: out of the ordinary Proximity: physical or emotional closeness Currency: flavor of the month Timeliness: ‘real-time’ stories Prominence: the people Choices Point Of View

17. Press release – the essentials KISS – Keep It Simple and Snappy Look for reader’s interest Get the news angle in the couple of first paragraphs Pictures send separately Avoid different type of font and colors

18. Top Tips (The Content) Brevity Limit the sentences No Repetition Look for synonym Kill Clichés Consult a thesaurus Avoid Jargon Will the reader understand? Facts Check and re-check Qualifiers – Positivity Positive – optimist – active tone

19. Top Tips (The Appearance) Accuracy Punctuation Readability Consistency