Key Messages & Tone - Step 5
The Key Messages & Tone step defines what your campaign says and how it sounds. You'll establish the core messages that appear across all posts, the supporting points reinforcing each message, and the tonal style the AI uses when writing content.
Prerequisites
Strategy, audience (segments or personas), purpose statement, and at least one goal must be defined before this step activates.
Two Sub-Tabs
The step is split into two sub-tabs:
| Tab | Content |
|---|---|
| Messages | Key messages and their supporting points |
| Tone | Brand tone chips — select the tones that match your style |
Messages Tab
Generating Key Messages
Click ✨ Generate Messages to have the AI produce key messages based on your strategy, audience, purpose, and goals.
Each key message is a core statement your campaign will communicate — for example:
"Our product saves you 2 hours every week""Trusted by 10,000+ customers in the region""Premium quality at an accessible price"
Supporting Points
Every key message can have supporting points — additional facts, stats, or proof points that reinforce it.
Click + Add Supporting Point under a message to add one. Supporting points are used by the AI post generator to add depth and variety to posts built around that message.
Editing Messages
- Click the Edit (pencil) icon to edit a message's text inline
- Edit a supporting point by clicking the edit icon next to it
- Delete a message or supporting point with the trash icon
Adding a Custom Message
Click + Add Message to write a message manually without AI generation.
Tone Tab
The Tone tab lists available brand tones as selectable chips. Click a tone to select it; click again to deselect.
Common tone options include:
| Category | Example Tones |
|---|---|
| Personality | Professional, Friendly, Playful, Bold, Elegant |
| Emotional | Inspiring, Empathetic, Energetic, Reassuring |
| Style | Direct, Storytelling, Educational, Conversational |
Select as many tones as accurately reflect your brand — but keep it consistent. 2–4 tones typically produce the most coherent output.
The selected tones are applied to every post the AI generates in Step 10.
Tips
- Write key messages in the voice of your customer — focus on benefits and outcomes, not features.
- Supporting points work best as concrete proof — numbers, testimonials, awards, or specific outcomes.
- Tone affects wording throughout the entire post generation — choose tones that match how your audience speaks, not just how you want to sound.
- If the AI-generated messages feel too generic, refine your purpose statement (Step 4) and regenerate.