Three red flags that key messages are weak
Facts and evidence build solid foundations
Keep an eye out for these three things to see how well a key message will hold up under pressure and pushback:
Someone is relying too much on catchy slogans – They might sound good, but if the other side of the debate can quickly poke holes in them by asking a couple of simple & relevant questions to really drill down on the facts, then there’s a problem.
Someone is using anecdotes as solid proof rather than evidence-based statistics – If the other side can counter one-off examples with more broad-based evidence, facts and research, then a key message is on shaky ground.
Reacting emotionally rather than responding thoughtfully – It’s ok to display emotion and empathy, but when that’s the basis of an answer without being supported by facts and context, it loses strength.
It’s always a good idea to stress test your key messages – sometimes with an independent 3rd party who brings an outside perspective.
