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Key messaging shapes every connection you have with your customers.
From the words on your homepage to the pitch that wins deals, the campaigns that grab attention, the emails that nurture relationships, and the service that keeps them coming back. No surprise a brand can't hope to succeed without really nailing its key messaging.
ONCE YOU'VE ATTENDED THIS COMPLEMENTARY 1 HOUR WORKSHOP, YOU WILL BE ABLE TO:
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1. Identify your core audiences – ​​
​​Pin down who you need to reach and the common needs or challenges they face, ensuring your brand stays relevant to all of them.
2. Clearly define what you do –
Use straightforward language to articulate your features, services, or products, expertise so your audience instantly understands your value.
3. Show how you deliver benefits –
Go through each feature and define exactly how it meets a need, solves a problem, or creates value for your audience.
4. Craft a strong key message –
Develop messaging that leads with the benefit each feature delivers, ensuring it resonates with your audience.
5. Prioritise for impact –
Structure your key messages in the right order so your audience grasps the most important points straight away.
ABOUT THE FACILITATOR
Bruce McKinnon speaks globally on brand strategy and regularly lectures at business schools.
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He is a Course Director for the Chartered Institute of Marketing and an accredited Vistage CEO network speaker.
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Since 2009, his Brand Arrow practice has handled over 120 B2B and B2C projects across various sectors in Europe and North America.
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His book What's Your Point? won silver at the US Business Book Awards and was shortlisted for the UK Business Book Awards.
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