This part of marketing can be one of the most challenging, since many people find it difficult to put their thoughts into words. With clearly defined marketing messages, customers will be able to clearly identify the benefits, in their terms, to enable them to make a buying decision.

But don’t worry, with the information from previous chapters you really can do this, just make sure you follow these rules when creating marketing message for each of your products:

• Use the language of customers
• Mention the benefits of your products
• Set the time to benefit
• Give customers a clear reason to act now

Your marketing message must stir up emotions! You can do this by making customers who want products feel that they can justify it with a need, and by presenting them with the downside of non-ownership or a continued pain.