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Message Design

What Makes A Good Key Message?

Some of the worst mistakes people make when designing a key message: Too long. Too complex. Often, downright boring. Like it or not, attention spans are at an all-time low. A good key message is short, snappy and simple. Is yours?


  • Can it be supported by others?
  • Can I prove it?
  • Can you deliver it enthusiastically?
  • Do I believe it?
  • Does it cut through the clutter?
  • Does it involve the listener?
  • Does it add value?
  • Is it clear enough?
  • Is it difficult to take out of context?
  • Is it memorable?
  • Is it simple?
  • Is it well researched?
  • Is it crisp?
  • Is it timely?
  • Is it true?
  • Is it easily understandable?
  • Is it smart?
  • Is it substantive?