In the continuing discussion of key messages in your business writing, here’s a quick example of how a slogan can reflect underlying key messages.

“An MBA who writes like an English Major” is a slogan, which carries forth a couple of my key messages:

• As an MBA writing for business executives, I speak your language and can therefore write for you
• I’m a writer who doesn’t use business speak and gobbledygook.

It can be a chicken-egg exercise deciding whether to start with a slogan or key messages. I usually find it easier to start with the latter and distill them into a slogan.

The difference between key messages and slogans confuses some people. If you need help, please contact me.