Hoofdboodschap

Hoofdboodschap is a Dutch term used in marketing and communication to describe the central, overarching message that a campaign or piece of communication seeks to convey. The form is usually written as hoofdboodschap; hoofdboodschap is a variant spelling that appears in some sources. The concept is closely related to the English terms core message or key message.

The hoofdboodschap serves as the anchor for all messaging. It should express a clear benefit to the audience, distinguish the offering from alternatives, and guide the tone, content, and calls to action across channels. A strong hoofdboodschap is concise, memorable, and adaptable to different media formats without losing its core meaning.

Elements commonly included are a concise statement of the benefit, a reason to believe or proof, and a call to action. It should be specific enough to be memorable, yet broad enough to be applied across multiple touchpoints such as ads, websites, and customer communications.

Developing a good hoofdboodschap typically involves audience research, defining the unique selling proposition, selecting the core benefit, and testing with target groups. The goal is to achieve consistency and clarity throughout all communications so that audiences quickly understand the offering and its value.

Applications of the hoofdboodschap range from advertising copy and website hero statements to press releases, product packaging, and social media campaigns. Examples should illustrate the core benefit in plain language and be easily recognisable across channels.

Related concepts include kernboodschap (core message), value proposition, and a broader messaging strategy.