Your marketing message must describe to your favorite buyer how your product or service will solve the buyer’s problem and ease the pain the buyer is feeling. Here are the key components that must be in this message:
1. Who is it for – your target market and your favorite buyer. If you have several target markets your marketing message may need to be different for each of them.
2. What is the need or point of pain for this target market. This will determine the product you sell to this market. Note that for multiple target markets, the pain may be different for each.
3. The product or service you will offer to this market. Again, multiple targets may cause you to choose different products or services to satisfy the different buyers’ needs.
4. The unique value of this product or service that will attract the buyer and how does this tie into solving the buyers problem and eliminating the pain.
5. Positively highlight the unique advantage you have on your competitors so the buyer understands why you are the only choice.