Define Your Marketing Message

Define Your Message

Before you start marketing, you need to know exactly what you’re saying and who you’re saying it to. This step is critical. A clear, focused message helps you stand out, grab attention, and connect with the right customers.

Too often, businesses try to be everything to everyone. They end up with confusing messages that don’t resonate with anyone. Your job is to cut through the noise with a message that’s simple, clear, and packed with value.

What Is a Marketing Message?

Your marketing message answers three key questions:

  1. What do you do?
  2. Who do you do it for?
  3. How do you add value?

A good message tells potential customers why they should choose you. It focuses on their needs and shows how you can solve their problems.

The Power of Clarity

Your customers are bombarded with information every day. If your message is vague or confusing, they’ll tune it out. A clear message stands out and makes it easy for customers to understand:

  • What you do.
  • Why it matters to them.
  • How they’ll benefit.

How to Craft Your Marketing Message

Use this simple formula to get started:

[Your business name] offers [product/service] for [target market]. We [describe your value/benefit].

Here are some examples:

  • Neujahr Construction, LLC. offers design-build services for Maine homeowners. We deliver quality craftsmanship and excellent customer service—every time.
  • The ABC Bakery offers homemade pastries for event planners. We create desserts that make your guests say, “Wow!”

Now it’s your turn. Fill in the blanks: [Your business name] offers [product/service] for [target market]. We [describe your value/benefit].

Test Your Message

Once you’ve drafted your message, ask yourself:

  1. Is it clear and simple?
  2. Does it focus on the customer’s needs, not yours?
  3. Would you remember it if you heard it?

If you’re unsure, get feedback from others. Share your message with a colleague, friend, or mentor and ask for honest input.

Next Steps

Once you have your main message, you can create shorter, catchier versions for different situations. For example:

  • A tagline for your website.
  • An elevator pitch.
  • A hook for social media.

Make sure every version ties back to your core message. Consistency builds trust and keeps your brand strong.

Homework

  1. Write your marketing message using the formula above.
  2. Share your message with someone you trust and get their feedback.
  3. Practice saying it out loud until it feels natural.

Next week, we’ll explore how to Share Your Message with your target audience. See you then!