The Marketing Message

Deliver a marketing message that resonates with your target audience and leads to a specific action. Seems simple enough, right? Yet, many small business owners miss the mark. Remember, at its core, a marketing message should speak directly to the audience and explain how your company, product or service has value for them—often as a solution to a problem.

Common mistakes include:

• Skewed perspective: Marketing messaging is about your customers, not you. How does the product and service help them? What need do they have that you can solve?
• Arrogant approach: Marketing messaging is about relationship building. Trust is still a key component in what influences people to make a purchase, so strive to make a human connection and integrate real-life situations.
• Hard sell call-to-action: Marketing messaging is about knowing your customers’ needs and what next steps make the most sense. The call-to-action should fit the channel and context, and shouldn’t be steeped with pressure to purchase.
• Too much information: Marketing messaging is about simplicity. Keep details to a minimum and choose copy carefully.

The more you pack in, the less consumers will get out of it. So, make the message simple, meaningful and consistent.