Three Steps To Creating A Powerful Marketing Message

Most small businesses are confused about their marketing message.  Some think that a slogan will suffice, some think that an ad about how great their company is will do, or that saying how long they have been in business will work.

How about those companies that think it’s their mission statement and vision statement that is their marketing message.

It’s none of those.

Whenever I consult with a company, I ask them, “What is your marketing message,” and the above are most of the answers I receive.

However, your marketing message is what will grab your prospects’ attention.   It tells your prospects why they should trust you, why they should choose to do business with you rather than your competitors, and says how you can solve their problem.

That’s it in a nutshell.

It should “speak” to your prospect.  This is done by appealing to your prospect’s hot buttons and whatever will trigger an emotional reaction. You must research and find those hot buttons.

Here are three things you should do and explore when putting together your Marketing Message:

  1. Identify the problems that your target market is having.  You must ask yourself the following question: “What problems are the members of my target market having and how do those problems make them feel?” Each target market, individually, has its own frustrations and pains. The secret to putting together a message that will make members of your market sit up and listen is to identify the problem and the pain they feel as a result of that problem. They don’t care about your company, or how great you are, or how long you’ve been in business.  Identifying their pain and suffering tells them that you understand and empathize with them.  Let them know that you care.

  2. Present them with your solution to their problem.  Ask yourself the question.  “What is the solution that I have to offer my prospect?”  Present your solution as a “cure” for all of the pain and suffering they are going through as a result of this problem.  Put yourself in the situation of your customer.  Would you make a decision on purchasing something unless you feel an excruciating pain?  Now is the time to identify all the benefits of your solution.  Identify how those benefits will improve their lives and how great they will feel when you take that pain and anguish away.

  3. Explain what makes you different from your competitors.  To start, ask your present customers the following question, “Why do you deal with me rather than with (your competitor’s name).

Once you know how you are different from your competitors, you need to communicate your differences.  Those differences need to have a perceived value in the mind of your prospect, so help them along in your message.  It needs to be something they care about.

Remember what I always say to myself when I do any shopping.  What’s in it for me?

Again, all of this starts with knowing the wants, problems, needs, and fears of your target market.  It ends with you putting together a message that speaks to those problems in a very compelling and believable way. 

Do the above 3 things and you will create an irresistible message that makes your prospect want to know more.

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12 Responses to “Three Steps To Creating A Powerful Marketing Message”

  1. Ken
    Please outline some of the most basic priorities in saving a troubled business
    facing failure.

    Thanks Ken

    Joseph E. Meyer


    Ken Varga Reply:

    @Joseph E. Meyer,
    Hi Joseph,
    See the response I just posted to your question from the 15th. You seem to be an above-average marketer, appearing on many radio and TV shows, being profiled in newspapers, etc. So, without more detail, it would appear to me that a major reason you may be having trouble is not because of your marketing, but because your message is not standing out in your audiences’ minds. You’ll need to find a way to make your message stand out. That means you have to find out what conversations are going on in your customers’ minds now…specifically…and choose which one to join in on and help them with. It must be a conversation that is not currently owned by competitors. That way you’ll automatically stand out.


  2. Ken
    The question that I posted was in reference to small businesses that contact me with questions pertaining to saving a troubled business. I write a monthly news letter as you know but also have a management consulting firm.
    I get calls all the time from small businesses looking for solid solutions to loss of market share. Thanks for your insight I will pass it along I am sure it will help.

    Joseph E. Meyer


    Ken Varga Reply:

    Hi Joseph,
    OK, I thought it was for yourself. I’m very happy that you are doing well.


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