Have you ever heard a company use a key message like “our customers come first” or “we pride ourselves in our sustainability practices” and (using your inside voice of course) snorted “Sure. I bet. I’d like to see proof of that!” I know I sure have…and still do.
Key messages used like that – alone, unproven, almost as a slogan – are not particularly meaningful, and can be downright negative if they stimulate a snort in response.
The magic of key messages is not in the messages themselves, it is in the proof points that support the message. If you want me to believe one of these “motherhood” key messages, you’d better be able to prove them with facts, evidence or statistics. For example, if you tell me that your “customers come first” you could prove that with customer satisfaction statistics, policies about easy product returns or even a series of believable testimonials. Or better yet, all of the above.
Learn more about the power of the proof during the Atlantic Canada Master Class series this Fall. See https://www.swanseacommunications.com/conference/atlantic-communications-master-class-series/#tab-id-5for details.