Tips for Creating and Effective Marketing Message

by Victor J. McCoy

A marketing message is a succinct statement that explains the purposes of your business to your target audience. The key for most small businesses is knowing your target. If the target is not known, the message may be misguided. A marketing message is not to be confused with a mission statement or vision statement. The marketing statement will answer the questions "what do you do?" by saying exactly what you do, who you help, and how your audience benefits from what you have to offer. That idea should be incorporated throughout your brochures and other forms of print media. Your website should immediately define what you do as visitors locate and scan your website. Our research has shown that visitors rarely spend time reading all of the content on a home page when they visit a new site unless they believe the information is beneficial. This may occur within the first paragraph of your statement encouraging them to read on or stop reading altogether. The potential customer wants to know if what you offer is relevant to their needs or interest, cost effective and worth pursuing. Therefore, make your marketing message clear and target the right audience with your message.