How to Start Your Own Business for Entrepreneurs, 2nd Edition

Chapter Fifteen

Your winning marketing message

Now let’s get more specific about making marketing work for you. Your marketing messages are the words you use to communicate with your target audience. These messages have to be simple to understand and make it clear that doing business with you is beneficial. They also have to be reflected in what your customer sees and experiences.

Unless you are in retail, your marketing messages will usually arrive in front of your prospective customers without you being there to explain what they mean. This is why the messages need to be clear and consistent. Your message has to be powerful and persuasive enough to encourage your prospective customer to seek more information.

Marketing messages are what you ...