Consider the message

Consider the context

Consider the audience

Before approaching your next marketing effort, it’s important to evaluate what you want to say against what your audience needs to hear. Are you making the most of the opportunity? We put together this checklist to think about as you develop your communication strategy.

What are messages?

  • Clear, compelling, descriptive statements that evoke a feeling
  • Benefit-oriented statements crafted to solve a customer’s problem, need or want
  • Convey the unique benefits or your product/service and leaves competitors behind

Why do you need messages?

  • You only get one chance to make a first impression – make it count
  • Set yourself apart from your competitors
  • Influence customers to buy from you
  • Messages are the foundation of all of your communications

Getting to your messages:

  • Make a list of your products and services and compare them with those of your competitors. Do you provide something no one else does? How are your products better, especially as that relates to your customers?
  • What do customers say about your product or service? Why do they buy from you? Ask them. Make a list of the reasons.
  • What is your offer? A discount for new customers? A discount for referrals? Compare that with competitor’s offers.
  • What is your guarantee? Do you guarantee lifetime replacement of a product? Or 24/7 service? How does it compare to competitors?
  • Think about your product/service from your customer’s standpoint. What’s in it for them?

Crafting your messages:

  • Make them meaningful – they should appeal to your customer’s needs and emotions
  • Keep them relevant – focus on how your products and services help customers. Don’t talk about competitors’ products in your messaging
  • Are they timely? What do your customers need right now?
  • Evoke emotions. What do you want people to feel?
  • Are they understandable? Keep the language simple and avoid jargon
  • Use descriptive words – use words to create an image that will attract customers
  • Test your messages with friends, advisors and a few customers, then tweak them.
  • Your messages should drive your customers to action.


“Tell a story that helps potential clients visualize mutual success.”

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