Communicating in an over-communicated world is an on-going challenge.

Ensuring your customers “hear what you are saying” by development key messages is vital to the success of any marketing campaign. By sending a targeted message to your audience you significantly increase your chances of obtaining the results you’re aiming for. Here are a few useful tips in creating purposeful and effect key messages:

• Use a maximum of three key messages throughout your campaign - it is important to limit the number of key messages contained in a campaign to avoid confusion and competing objectives within your communications.

• When developing your three key messages, try to keep in mind at all times: what is in my audience’s self interest?

• It is important to keep ethical dilemmas in mind whilst establishing key messages. For example: when dealing with a crisis, your key messages should be solidly grounded in the truth. This avoids any further disasters and damage to your business’ reputation, such as when the real truth is revealed – and most likely will be!