Step 4 — Develop Your Marketing Message

Your marketing message not only tells your prospect what you do, but persuades them to become your customer. You should develop two types of marketing messages. Your first marketing message should be short and to the point. Some may call this your elevator speech or your audio logo. It’s your response to someone who asks you, “So, what do you do?”

 

The second type is your complete marketing message that will be included in all your marketing materials and promotions. To make your marketing message compelling and persuasive it should include the following elements:

 

• An explanation of your target prospect’s problem.

 

• Proof that the problem is so important that it should be solved now, without delay.

 

• An explanation about why you are the only person / business that can solve your prospects problem.

 

• An explanation of the benefits people will receive from using your solution.

 

• Examples and testimonials from customers you have helped with similar problems.

 

• An explanation about prices, fees, and payment terms.

 

• Your unconditional guarantee.