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Craft an Effective Message (Business Edition)

Date : 2007-11-07

Words That Work
A free newsletter that helps you reach your target audience using the power of words.

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

Can you compete with 5,000 messages?

The average consumer is bombarded with more than 5,000 marketing messages each day. How do you cut through the noise and get your customer’s attention? More importantly, how do you get your customer to act?

The key is to have a succinct, compelling message, crafted from the customer’s point of view, that is easy to deliver and remember. Your message must address the customer’s pain points, explain your solution and differentiate your company from your competition.

How do I know if I need to work on my message?

Consider these questions:
•Do you have a compelling message that is understood and used consistently by everyone in your company?
•Is your message crafted from your customer’s point of view?
•Does your message capture the attention of your audience?

If you answered "no" to any of these questions, it's time to revisit your message.

How do I craft an effective marketing message?

•Be succinct. A marketing message, also referred to as an “elevator message,” can be delivered effectively in a limited amount of time. Aim for a statement that is 25 words or less. Consider the major customer need you address, the benefits of your product or service and what makes your offering different. Then edit your message relentlessly following Thomas Jefferson’s advice, “The most valuable of all talents is that of never using two words when one will do.”

•Think like your customer. Customers don’t buy your product or use your service because of how great it is. They make a purchase because of the benefit it will bring to them. Marketing is not about you; it is about your customer.

•Make it simple. If your marketing message is going to be effective, it must be easy for you and your staff to communicate. It also must be easy for the target audience to understand and remember. Don’t complicate your message with jargon or statistics. Think about your typical customer and speak to that person as you craft your message.

Now what?

Once you have a solid marketing message, use it! It should be the cornerstone of all of your marketing, driving the message of your website, print pieces, direct mail program and all other marketing strategies. Use it when you are networking and ensure that your staff does so as well.

Developing a strong, effective marketing message is a process, not the product of a one-hour meeting. Involve key players in the process so all aspects of your business are included. Once you have a draft message, edit, edit, edit. When you think you have a marketing message that will work well, try it out before you incorporate it into your marketing tools. Once you are sure you have a statement that will work for you, use it consistently. It is the foundation of all of your marketing efforts.

© 2007 Joan B. Marcus Communications

When is the last time you updated your website? If it’s been more than one year or your company has undergone significant change, it’s time to refresh your site. We can help you sharpen your message and update your image. Contact us today for a free consultation.

Joan B. Marcus Communications
610.437.3255 • info@joanbmarcus.com

Marketing Message • Communications Planning • Marketing Tools

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