Advertisements (print, radio, T.V.)

Business cards

Selling presentations

Website

Speeches and workshops

Daily correspondence

Proposals

Brochures

Basically, any form of external communication will include parts or even your entire marketing message. Even outgoing faxes and your telephone answering service will use parts of your marketing message.

What is Your Marketing Message?

Your marketing message is what grabs your prospects attention, tells them how you can solve their problem, why they should trust you, and why they should choose to do business with you over and above any and all other choices they might have.

Most of you have already developed a marketing message and just dont know it. Some of you think you have developed a marketing message but really havent.

For example, I was visiting with a mold remediation company here in Houston the other day and picked up one of their tri-fold brochures. Inside the tri-fold were the companys vision and mission statement and a bunch of stuff about how long theyve been in business, including small bios about the owning partners and managers.

The brochure gave me no compelling reason about why I should have done business with them or how they could have helped solve my problem. This is typical. Most small business owners have this erroneous idea that prospects want to know all about their business rather than their own problems.

The Key to Creating a Winning Marketing Message

The term "message" in itself denotes a communication that is received and understood. The key to creating a winning marketing message is to make sure that it matches the wants and needs of those who receive it.

Your marketing message should "speak" to your prospect. This is done by appealing to your prospects "hot buttons" - those sensitivities that trigger an emotional reaction.

For instance, if you found out yesterday that you were suffering from Polycystic Kidney Disease (a disease that I have, and the disease which killed my mother when I was seven years old) and you received a typical piece of "junk mail" that had the phrase, "How to Survive Polycystic Kidney Disease" on the outside of the envelope, what type of emotional response do you think youd have?