The Key to Key Messages

Sales pitches are the pinnacle of companies no matter what size they are. Key messages are an essential part of getting your point across no matter what angle you choose to come from. Key messages are a quick way to get your point across, support your point, and tell your audience to take action depending on your message. Different issues you are trying to push need to be put forth with different types of formatting to accurately get your point across. For example, Uber telling us how their service is better than cabs by telling why they’re better, supporting that with evidence, and giving their potential customers a percentage off of their first ride by downloading their app.


What They Say About Us vs. What We Say About Them: This kind of arrangement allows companies, or even political candidates, to elaborate on all of the facts they can contribute about themselves about how they are better than their opponent, then following with what their opponents will say about them in their own words on specific issues. Their opponent will say their points in opposition to their opponents first claims with facts of their own about why these facts aren’t true, their side is better ‘factually,’ and add why the opposing side should have your approval rather than the other side. Both sides defending and rejecting themselves at the same time. This, once again, is used in more instances of political candidates or big competing businesses. This would not be an ideal model for companies wanting their customers to take action, or wanting to describe their idea in detail.


Point, Message, Support, Action: This type of pitch is the most helpful for companies trying to reel in new customers by starting off with a main point, giving their message, giving support to their idea, and then giving the audience an action after seeing all of their message. Take Amazon Prime for example:

Point: Microwaveable meals are un-tasty and lame.

Message: Heating up dinner is so boring and doesn’t taste as it should. Blue Apron is a service that sends you all the ingredients you need to make a meal, all portions already made, and all you have to do is cook it. No more having to go to pick up fast food on your way home, Blue Apron has you covered with meals ranging from 30- 1 hour. You decide how much time you have and want you want, and Blue Apron will deliver.

Support: Original Recipes:

  • “Discover exciting, seasonal recipes created by our culinary team & renowned guest chefs
  • Recipes never repeated in the same year
  • Approximately 500-800 calories per serving”

Fresh Ingredients:

  • “Specialty ingredients that are fresher than the supermarket
  • Ingredients are perfectly pre-measured so there’s no waste
  • Meats naturally raised on antibiotic- and hormone-free diets”

Convenient Delivery:

  • “Free delivery nationwide
  • Choose a delivery day that best fits your schedule
  • Ingredients arrive in a refrigerated box so food stays fresh even if you’re not home when we deliver”


This would not be a good model for political candidates, or for non-profit organizations.



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