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How to Write a Good Marketing Message

How to Write a Good Marketing Message

Businesses have to deal with marketing messages all the time, and the importance of these messages is not to be underestimated. 

To gain customers, you need to build relationships with them and convince them that your product or service is what they need.

So many great business opportunities can be missed if you don’t create a good marketing message. Well, we’re here to help. 

Here are some of the most important steps to follow to create a good marketing message and build meaningful relationships with your customers.

1 – Research your audience

You need to know precisely who the marketing message should be aimed at. Many businesses make the mistake of assuming that their product is excellent for “anybody”. 

Well, that’s hardly ever the case, and by targeting “everyone”, you’re essentially targeting nobody, and there’s no way to truly understand your audience without tailoring your marketing message to them.

Before starting marketing of any kind, be sure to research your target audience. This may mean conducting market research yourself, buying data from third parties, or learning from your competitors. 

This will help you identify precisely who your marketing message should be aimed at, and gaining new leads will be as easy as ever. 

Once you’ve identified the main characteristics of your target market or have identified specific leads, you can start formulating your marketing message.

2 – Identify a problem

Marketing Message Problem

The next step is to put yourself in the shoes of your target audience and identify a problem that you can solve. People aren’t just going to buy your product because “it’s good”. 

Saying that your product is good and that people should buy it only focuses on your product, not your customers. 

Remember that people don’t care about your company or product: they care about themselves.

Suppose you identify a problem that your audience commonly faces and present your product as a solution. In that case, you shift the focus to the customer, which is a far more effective marketing tactic.

3 – Research competitors

Your product most likely isn’t the first of its kind, and you probably have many competitors on the market. Always do thorough research on competitors and their marketing message before creating your own. 

What are your most successful competitors saying? What are your less successful competitors saying? What’s the overall tone of the marketing messages? Which problems do competitors aim to solve for their customers?

The most crucial point in researching competitors is determining how your brand will stand out. You don’t want your product to look the same as competitors. 

You want it to look better. Look for gaps in your competitors’ marketing tactics and figure out how to make your brand stand out from the crowd.

4 – Explain why your business is the best solution

This is where you put together the knowledge you’ve gained from the previous three steps and connect the features of your product to the needs of your target audience. 

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Explain the exact problem that your product can solve, and name specific ways to help. Don’t forget to add something to your message to differentiate you from competitors.

5 – Focus on emotions

5 Common Emotional Spending Triggers

A dull and emotionless marketing message won’t take your brand very far. It’s no secret that most people make decisions based on emotions rather than logic, so your marketing message should always target a specific emotion. 

Emotional marketing will add some character to your brand and not make it look like just another boring corporation trying to get people to give away your money. 

Targeting people’s happiness, fear, anxiety, or any other emotion will allow you to connect with your customers and make them feel understood, which will ultimately bring conversions.

6 – Don’t forget a CTA

Whether it’s an email, a blog post, or a social media ad, don’t forget to add a good CTA (call to action). 

Try to keep the reader of your marketing message hooked and get them to want to delve deeper into your brand. 

If your primary goal is to raise brand awareness and not get sales, add a CTA to learn more about your product or read more blog posts.


Creating a good marketing message is no easy task, and so many businesses fail to communicate with their audience correctly. 

The most important thing to do is step away from your business goals and what you want and start focusing on what your customer wants. 

Get to know your audience and their problems, research your competitors, and only then work on your marketing message. 

By following the steps above and focusing on how and why your customers feel the way they do, you can create an excellent marketing message that will bring your business some fantastic results.

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Stuart Crawford

Stuart Crawford is an award-winning creative director and brand strategist with over 15 years of experience building memorable and influential brands. As Creative Director at Inkbot Design, a leading branding agency, Stuart oversees all creative projects and ensures each client receives a customised brand strategy and visual identity.

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