How do you develop your key messages? Matt Forster, Associate Director at Gardiner Richardson shares insight into developing key messages.

I wasn’t sure what to do with them. The client didn’t really explain how and where they could be used and I was afraid to ask, concerned in case dealing with a dossier of key messages was just one of the things PR professional instinctively knew what to do with.

I asked around, but nobody was really certain exactly how and when these key messages should be introduced. So, I put them in a drawer and promptly forgot about them. The client never mentioned them again and even though on and off it nagged at the back of my mind that someone have taken the time to compile this massive document and therefore should be used, I got an overwhelming sinking feeling every time I picked it up, deciding that it was safer in the drawer. 

Nowadays, I see key messages in a different light. 

A small, well considered set of key messages is vital when it comes to ensuring that you are getting across the points that you want to make, whether we’re talking about the launch of a new product or getting across the rules of engagement during a global pandemic. 

Thankfully, most of the time when we communications and marketing professionals are crafting key messages – they don’t contain the balance between life and death but that doesn’t mean we shouldn’t invest a little time in making sure they are well thought through and as compelling as they can be.

There’s a little tool we use at GR to help us get our key messages just right. It’s a little thing called the messaging ladder. If you haven’t used them before, messaging ladders are well worth checking out.

Messaging ladders are set out like a ladder – obviously! Each rung contains a different level of meaning. 

The first ‘rung’ usually captures the tangible, functional features of a product or service. When describing this to clients – I usually get them to think of a frying pan with a rubber handle. 

The second ‘rung’ sets out the direct benefits of the feature set out in the first rung. Referring to our frying pan, a benefit could be not burning your hand when picking up the hot pan. 

The third rung lays out the customer benefit of rung number two. This could be the ability to cook with your children worry free and confident of their safety. 

And last but not least, rung four brings us to the emotional benefits building on the customer benefit – so following our example, this could be the feeling of being a great and fully involved parent. 

Nice and simple – messaging ladders can be applied to any product or service that you’re aiming to develop communications around. Another benefit of the ladder is the opportunity to create multiple ladders, trying different inputs and seeing where they ladder up to – providing you with plenty of messaging options. 

So, what are you waiting for? Get on those ladders now.