How to Create a Marketing Message for Your Small Business

Marketing messages are custom made for audiences. Here’s what you need to think about to form a perfect pitch.

Start by asking yourself these questions:

  1. What are the needs of your customer and how does your product or service fulfill that need?
  2. Who are your competitors and how are you different?

This helps you develop your “Unique Selling Proposition”, or USP. An example of this would be Dove soap. Just like all brands of soap, it cleans off dirt. But the company recognizes that many customers also have dry skin and need a moisturizer. Their USP is that their soap is 90% lotion.

The positioning strategy comes next. This has nothing to do with physical placement but more of what category you place your product in. For example, Palmolive soap also noticed that people complained of their hands being dry so they added a moisturizer. They now weren’t just positioning themselves as a dish soap but also as a lotion. Decide where you product belongs. Is it a shirt or an eco-friendly shirt, a glass of juice or an energy beverage? Create a positioning statement: “Product” is a “category” that provides “benefit”.

Ex: “Pomegranate cookies are a healthy snack that provide anti-aging qualities.”

Now it’s time to come up with a message. Taking your unique proposition and your positioning strategy and come up with a way to inform the consumer that their needs can be met by your product. This can definitely come close to the positioning statement:

Ex. “Eat for a better appearance! Pomegranate cookies reverse common signs of aging due to their strong antioxidant formula.”

Decide when, where, and how you want to get this message out. Write everything down and you are well on your way to a brilliantly executed marketing plan.

Note: When in doubt claim your product will make customers look younger. It always works.

Ready to market your business? Call us at 941-744-2666 to set up a business advising appointment.

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