In a crowded digital space, social impact organizations and businesses face the unique challenge of making genuine connections with their audience. To stand out, many are advised to create a “core message” as the backbone of their communication strategy. However, this often leads to a misconception: your core message isn’t just a one-liner for your website.

Your core message is a strategic guide that keeps your content focused, consistent, and impactful across all platforms. When done well, this message is like a framework that drives every piece of content, making your brand’s story resonate with your audience at every touchpoint. In this guide, we’ll explore how to craft and use primary and secondary core messages to unlock endless content ideas that remain fresh and relevant.

Why a Core Message Isn’t Just a Paragraph

If you’ve ever tried creating a single paragraph to capture your brand’s essence and then felt stuck for ideas, you’re not alone. While some brand messaging guides suggest writing a short “mission statement,” this approach can leave you with repetitive content. A core message is more than just words on your website; it’s a flexible theme that guides all communication, helping you weave a story that connects seamlessly across blog posts, social media, emails, and more

Introducing Primary and Secondary Core Messages

• Your core messaging framework consists of two main elements:
• Primary Core Message: This is the important message your audience needs to understand first. It highlights why your organization matters, what makes you different, and the value you provide. Think of it as a first impression that gets audiences interested.
• Secondary Core Message: This message provides the deeper “why” behind your brand. It shares the beliefs, values, and commitments that define your organization and shows audiences why they should care.
• Together, these core messages act as a foundation for creating varied, compelling content that stays true to your brand.

The Primary Core Message: Getting Their Attention

Your primary core message is what you want your audience to know first. It’s about why you’re different, why you’re relevant, and why they should care. Think of it as your first impression. It’s why they might come back for that second cup of coffee or follow you on social media.

Imagine a local nonprofit focused on youth experiencing homelessness. Their primary message might be: “We’re here to give youth a safe space and a chance to thrive, unlike shelters that only provide temporary relief.” The focus here is on how they’re different and the immediate value they provide.

This kind of primary message is about positioning. It answers the audience’s subconscious question of, “What’s in it for me (or for the cause I care about)?” You can’t develop deeper connections until you’ve made it clear that you’re relevant to their interests or values.

Common Pitfall to Avoid: The “Generic Mission Statement” Trap

• Example: “Our mission is to provide quality resources for the community to enhance life.”
• Why It Doesn’t Work: This message is too broad and impersonal. It lacks specificity, which makes it harder for the audience to understand what your organization truly stands for or how it impacts their lives.

Example of a Strong Primary Message

Imagine a nonprofit providing mental health resources for teens. A strong primary core message might be: “We empower young people to build resilience and manage mental health challenges, unlike traditional programs that focus solely on crisis management.” This positions the organization as a unique and valuable ally for teens and their families.

Key Points for Content Development:

• Explain unique aspects of your approach.
• Share resilience stories.
• Highlight testimonials from teens or families.

By breaking down the core message into these points, you gain diverse content angles that still stay true to the message.

The Secondary Core Message: Building a Relationship

Once someone understands what you do and why it matters, they want to know who you are beyond the initial value. That’s where your secondary core message comes in.

For that same nonprofit, a secondary core message might be: “We believe every young person deserves to be seen, supported, and celebrated. Our work is rooted in compassion, long-term relationships, and advocacy.” Here, we’re sharing beliefs, values, and motivations—all the things that invite your audience to invest emotionally in your mission.

The secondary message provides depth and nuance. It’s where your audience starts to feel a connection. It’s the difference between someone simply appreciating the work you do and feeling inspired to join that work, volunteer, donate, or share your cause with others.

Common Pitfall to Avoid: The “Parroted Values” Statement

• Example: “We are committed to transparency, innovation, and equality in all that we do.”
• Why It Doesn’t Work: Without concrete examples, this can feel insincere or generic, failing to communicate the unique way your organization lives out its values.

Example of a Strong Secondary Message

For the mental health nonprofit, a secondary message might be: “We believe every teen deserves a safe space to develop mental resilience and receive personalized support.” This message appeals to audiences who prioritize inclusivity, empowerment, and community support.

Key Points for Content Development:

• Discuss values like inclusivity and empowerment.
• Highlight partnerships with local community groups.
• Share stories that show the organization’s long-term vision.

These points create a wealth of content ideas that reveal the organization’s unique approach and purpose.

Breaking the Core Message Into Key Messages

Once you’ve developed a primary and secondary core message, you can expand these into key messages—smaller pieces that cover different aspects of your brand story. These key messages give you the flexibility to communicate a consistent story without sounding repetitive.

Let’s take another example. Imagine a social enterprise that sells eco-friendly, locally-made clothing. Their primary core message might be: “High-quality, sustainable fashion that’s made with care, right here in your community.” Their secondary message might expand on this, focusing on their values: “We’re dedicated to reducing waste, supporting local artisans, and making ethical fashion the new normal.”

From these, we could extract several key messages:

• Our clothes are designed to last, helping you buy less and wear longer.
• We partner with talented local craftspeople, ensuring fair pay and community growth.
• Ethical fashion shouldn’t mean compromising on style or comfort.

Each key message can be used in different formats—from social posts to blog articles to ads—while still contributing to the larger story.

Creating Endless Content Ideas Using Core Messages

This is where the magic of the primary and secondary messages truly shines: they become a wellspring for content. For example:

• Use the primary message in an Instagram caption about why your approach to a problem is unique.
• Use a secondary message in an email newsletter about a recent success story, tying it back to the compassion that drives your organization.
• Break a key message into bite-sized posts: “Did you know? Each purchase helps support local artisans. That’s how we make sustainable style good for everyone.”

How to Use Your Core Messages to Create Endless Content

With your primary and secondary core messages, you can create a multi-faceted, adaptable content strategy that resonates with audiences across touchpoints. Rather than scratching your head each time you need a new social post or a blog idea, you return to these core messages and key points. They help you stay consistent while allowing you to tell the story in different ways.

1. Break Down Key Points into Content Ideas

Each key point can be expanded for specific formats:

• Blog Posts: Write about resilience and why mental health prevention matters.
• Social Media: Share quotes from program participants or facts about mental health.
• Videos and Webinars: Host Q&As with professionals or share participant stories.

2. Frame Content Using Metaphors and Storytelling

Use frames and metaphors to make content relatable. For example, describing mental resilience as “strength training for the mind” helps convey the concept in familiar terms, while keeping the message engaging.

Frames are the context around the stories you tell. Let’s say you’re communicating the key message: “We believe in the power of community to change lives.” 

You could frame this as a story about one person whose life was changed by the collective support of many, or you could frame it as a broader discussion about how communities solve problems more effectively than individuals alone.

Think of framing like setting the scene for a story—it helps your audience connect with what you’re saying on an emotional level. By approaching the same key message from multiple angles, you create fresh, relatable content that still anchors back to your core message.

3. Tailor the Message for Different Platforms

Adapt the message to fit different formats without losing consistency:

• Email Newsletters: Share impact stories that reflect your core messages.
• Website Copy: Lead with the primary message on the homepage, while the “About” page can offer the depth of the secondary message.
• Press Releases: Use both messages to reinforce the value of new initiatives or partnerships.

Why This Approach Matters

In a noisy, content-saturated world, your audience will need multiple touch-points before they engage deeply with you. On average, it takes about eight interactions for a potential supporter to take action. 

If all you had was a single paragraph, you’d run out of things to say by touchpoint three. But when you treat your core message as a guide, not a one-off statement, you create space for endless creativity—all while keeping your communication cohesive.

When you meet someone for the first time, it takes more than one conversation for you to become friends. You discuss interests, find common ground, build a deeper understanding—all those layers that form lasting relationships. The same goes for your brand and your audience.

By using a core message framework, you’re not just telling them once who you are—you’re inviting them into an ongoing dialogue that deepens with each touchpoint.

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