When amplifying launch communications, regardless of the subject matter, your organization is asking for the attention of your audience. Once you have it, how can you be sure your message is going to get through?
Finding the core of what information you’re trying to impart is a critical first step in achieving success for any launch. For me it’s often an iterative process, with the plan becoming akin to a living document that grows and evolves over time.
Your core messages should be top-of-mind throughout the launch planning process. They serve as evaluation guideposts during the planning process and help ensure the decisions you’re making don’t conflict with the message you’re delivering.
For example, if you’re launching a new product and its environmental credentials are key to competitive differentiation, that will naturally be a core message. Taking it a step further, any decisions made regarding venue, communications vehicle, or experience must not contradict that eco message.
I’ve employed a few tricks to help refine messages in my launch communications planning process:
Prioritize for care. Your up-front key message should be impactful enough that people want to hear more from you. If you (politely) stopped a random person on the street, what is the first thing you need to say?
Less is more. Three to five key messages is easily remembered and helps you stay on-track. In fact, three is far better than five. Apply the elevator speech test.
Pre-answer. If you list the top 5-10 questions that might be asked about your introduction, are they answered by the key messages? If not, go back and revise; explain who, what, where, when, and why.
Apply this lens to your key messages and you’ll be ahead of the game by providing your audience with the core information they need to understand your announcement.