We live our lives in an environment of communications clutter. Each day thousands of messages from other people - governments, businesses, community groups - bombard us. A few are important but most contribute to the ambient noise continually engulfing us.
The implication is clear: successful campaign messages need to be simple, clear and relevant to the needs and interest of your audiences. So here are my golden rules for developing and using key messages that define your issue and cut through the clutter:
- Firstly write down your key messages. This sounds so obvious but sometimes we forget the very act of putting pen to paper instils discipline and allows you to share your thinking with others without distortion.
- Use simple language, write in the active voice and express yourself in fewer than 20 - 25 words. Again this introduces discipline and focus into your information.
- Make messages stand out so a busy or time-poor person can recall them. Mix logic with emotion.
- Select three or five key messages that cover your issue. Sure you can have more but in my experience you will only use a handful. Limiting them focuses your efforts and increases the chances others in your organisation will understand and use them.
- Use jargon- or technical-free language unless you are confident your audience knows what you mean.
- Keep a copy of your key messages by your phone or computer to remind you to insert them into every conversation or correspondence that leaves your office.
- Test your key messages with individuals in the groups you are trying to reach or through market research. Feedback is invaluable in tuning up your information.
- Finally make sure at least one of your messages contains a clear call to action: a simple statement of what people should do when they choose to act on your information.
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