www.servantofchaos.com

Key Themes and Messages

Communications 101

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Mission/Proposition

Keep this brief – less than 10

words if possible.

This is very important to your

executive committee … they

will want to know what you

think.

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Vision

How are you going to ACTIVATE

your mission?

Again, keep it brief.

www.servantofchaos.com

MessageWhat is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak.

Message:

www.servantofchaos.com

Client needs …

What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic.

Need:

What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak.

Message:

www.servantofchaos.com

I am looking for …

A partnerwho:

Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point

Point 2 –There is always more than one point of pain …

Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points.

Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4.

What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic.

Need:

What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak.

Message:

www.servantofchaos.com

Why You?

WhyYou?:

How does your company fit the bill at each point?

Make sure you use an emotive form of language that addresses your brand promise.

Include and value add, unique selling points etc.

Don’t forget social media and the changing landscape of marketing.

A partnerwho:

Point 1 – Written from your client/consumer’s point of view. What are they looking for and how does this address a need point

Point 2 –There is always more than one point of pain …

Point 3 – And if you are a fan of Russell Davies (and who isn’t) then you will want to turn this into a triangle and have three points.

Point 4 – In case you prefer the Seth Godin approach and want to use point 4 – there is no point 4.

What need does your product or service fulfil? Your message should speak DIRECTLY to this need. Think about this carefully … revise your message and the need – keep balancing and evaluating them. Make sure both are authentic.

Need:

What is your core message? Keep it clear and free of jargon. It may take you some time to refine this in plain language … especially if you are used to hiding behind marketing speak.

Message:

www.servantofchaos.com

Thematic

• Theme 1– Your thematics run through every communication, whether it is a TVC,

a web banner or a piece of print. Sometimes you may only have one theme.

• Theme 2 – When your themes start to grow in number, you need to make sure

that they relate back to your customer/consumer needs. This theme needs to synchronise with theme 1.

• Theme 3– It is preferable for this theme to include a call to action. This should

underscore every communication. It could be the way that you sign off your message, it could be a strap line. Make sure it is memorable.

• Theme 4> (optional)– Make sure you don’t get carried away. The more themes you have the

more potential you have for confusion. If you HAVE to have four or more … make sure that they work in harmony with each other. Ask a poet for advice.

Each of these themes are used in every communication.