Messages should be Simple + Clear + Concise & supported by examples. Here is the perfect recipe for creating the right key message:

  1. What is the big picture?
  2. What two or three supporting statements do you have?
  3. What is your proof?
  4. What do you want them to do?   A call to action, in which the audience is asked to do something specific, such as sign a petition, visit a website, or buy a product?