All too often companies spend a lot of time and money developing their logo and the graphic look and feel of their promotional materials - important aspects of effective marketing - while giving only cursory consideration to their marketing message - an equally important component to successfully promoting your business. Development of your marketing message should be given at least equal time as development of the graphic elements or what is commonly referred to as the “look and feel”.

Here is a six step process that will help assure your marketing message will sell.

1. Capture the attention of your target market with a headline that clearly defines who you are talking to.
2. Identify the problems, symptoms, issues, needs and wants of your target market.
3. Provide a brief description of the product.
4. Describe the benefit and the value that the customer will derive from purchasing your product or service.
5. Give your message credibility.
6. Specifically state the action you want the recipient of your message to take.

Follow these six simple steps and you’ll have a marketing message that sells. And the great thing about investing in development of your marketing message - just like your logo - you will be able to - and you will want to - use it in all your promotional materials from your 30 second introduction to your website.

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