Having your key messages straight can save your skin. They belong in all your plans and summarise your business in a few words so you can write or create anything from them – a business plan, an ad, reply to a Facebook post or speech notes. Key messages spell out your core objectives and who you are. They can take time to shape but you will know in your own core when they’re right.
Graham Skroo Turner, famed entrepreneur and founder of Flight Centre and Spicers Group, is a fan too of nailing them down and sticking to script.
It’s easy to identify your key messages. What do you tell people, every time, about what you do; how you do it; what you want to achieve? Write those down and choose the key words – use a highlighter even. Now make a sentence, just one sentence per key word. Aim for half a dozen tops; most people can distil their ideas into 3 or 4 key messages before repeating themselves. Once you have your key messages you will never have to fish for what to say again. Now go forth and practise sharing your key messages everywhere, to everyone. It’s the greatest exercise in brevity and embodies the great art of clarity.
“We’re very consistent with our message – the Flight Centre brand has pretty much had the same look and feel for 30 years….we’ve been consistent in making sure our brand is recognised and understood for a long time,” he says.