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Key Messages

Effective key messages create understanding rapidly to mutual benefit.

For any sort of business, key messages can help:

to distinguish the business from competitors in the market's mind.
to foster and maintain the loyalty of customers, suppliers, and staff.
to generate more business from current and past customers and from people they refer.

A good key message plants an intuitively acceptable idea into the mind of the reader instantly. Ideally, that key message is grounded in authenticity and compels action.

Whether for a particular audience or for the world, a key message can be a single eloquent word. Some key messages take a few lines to read or a few seconds to hear. In every case, an effective key message is brief, simple, and full of meaning.

Is your motto meaningful?
Do you have a good name?
Is your vision statement inspiring?
Does your slogan affect the right people?
Does your call to action actually prompt mutually-beneficial action?
Does your elevator speech compel people to ask for your business card?
Does your mission statement harmonize with the values of your market?

A good corporate key message contains the corporate concept. For example, Coca-Cola is much more than a one-beverage company. Coca-Cola sells fruit juices and other soft drinks under other names. Yet, the name Coca-Cola is associated foremost with the soft drink of the same name. The corporate motto covers it all: Enjoy.

Could you express your brand promise wholistically in a single word or short phrase?

When an organization is successful at propagating and living up to its fundamental key message, then the identity of that enterprise is associated with a single concept that it virtually owns in the mind of the market.

Rolls Royce = elite
Heinz = ketchup
McDonald's = fast food
Baskin-Robbins = 31 flavours
Fender = electric guitars and basses
Guinness = black Irish beer
Energizer = longer lasting
Kodak = film
Wal Mart = low prices
Volvo = safety
Molson = Canadian
Xerox = photocopiers

Is your fundamental key message simple, distinct, and well-known in your market? If not, then be assured: This is one of the problems Articulate solves.

An authentic, articulate key message can reach the right people effectively, creating or reinforcing the right impression.

Enquire today.

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I want to book a FREE discovery session to explore how Articulate Consultants can help me to meet my business communications challenges.

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from Victoria, British Columbia, Canada

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