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Soccer fans around the world have just been treated to a month of superb soccer matches during the World Cup. The constant backdrop to each was the drone of thousands of vuvuzelas — plastic horns used by fans to cheer on their favorite team or distract the opposing team. The resulting noise has been likened to a swarm of very loud buzzing bees. While fans seemed to love the vuvuzelas, the players and television viewers complained about the annoying sound.

Is your marketing message like the din of the vuvuzelas — loud, irritating and incomprehensible? In this age of instant communication, people are constantly bombarded with messages from social media, print, television, radio and the Internet. To keep your marketing message from becoming just another irritating buzz, create a message that is easy for your customers and prospects to understand. Here’s how:

• Make your message memorable. A memorable message engages your audience. It includes three critical pieces of information — the pain points or needs of your customers that you address, your solution and what makes your solution different from that of your competition. These three components should be summed up in a statement of 25 words or less and integrated into all of your marketing efforts, including one-on-one networking.
• Target your message to your particular audience. Most businesses have more than one audience. You need to understand what is important to each audience and focus your message around their specific needs. For example, some people may be concerned about price while others are more concerned about convenience or status.
• Deliver your message so your audience will hear it. There are many ways to deliver a message today, from print to email, tweets to direct mail. How you deliver your well-crafted message depends on your audience. Rather than focusing all of your marketing efforts on just one delivery method, consider developing a portfolio of marketing tools that allows you to reach your audiences based on their preferences.