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?