Marketing is getting people to know about and patronize a business, product or brand. A business can manufacture a product or deliver a service, that people would love but without effective marketing, customers would not be duly informed.

What is a marketing message ?

A Marketing message is any media based information targeted at attracting customers to patronize a product. In creating a marketing message, it is necessary to understand the product and service being rendered to the customers, and tailoring the message according to the goals, vision, the mission of the business.

The 7 components of a brilliant marketing message are: 

1) Identifying who the target customers are and speak to them.                                   

This is the most important component when creating a brilliant marketing message. Without a proper understanding of who the target audience is, the message would not be properly drafted and you may be talking to the wrong people. Understand the customers before creating this message, know the demographics of the audience, and speak to them. Engage the customers, and this would help in creating a perfect marketing message.

2) Express the numerous benefits that customers can derive from patronizing the brand?

To get customers interested in a brand it is important to clearly state the benefits of using a brand’s product or service. Humans want things that benefit them in different ways, things that add value to them without leaving them at a disadvantage. Benefits are not what the product does, but rather what is the added advantage of using the product. So, it is important to state clearly the benefits of the products and you will be sure to attract more customers.

3) Be concise and straight to the point.

In creating a brilliant marketing message, it is important to be factual and to be concise. Do not beat around the bush, people do not like to waste time reading long product information. So, it is necessary to hit the nail on the head. Describe what the product is for, what it does, benefits, and other very important information.  For example: ‘This product is good for you because it saves time and energy. It reduces any stress.’

4) Weigh and consider the customer’s point of view.

As a brand, it is important to view the product from the eyes of customers. Get feedback, get constructive criticisms, and get acknowledgments, from customers. Allow customers to input any necessary ideas aimed at improving the brand and tailor marketing messages along the customer’s feedback. Once you have the interest and attention of the audience, they feel heard and would patronize more.

5) Differentiate your product from another competitor.

What makes your product, brand, service different from the next best person? Why should yours be used instead of the other? It is important to inform customers on reasons why your product is unique, better than the competitors’.  In doing this, it is necessary to understand who the competitors are, their products, what makes them competitors, and this will help in creating a good marketing message. Distinguish your business and what you must offer from others.

6) Originality and Factuality.

Brilliant and exceptional marketing messages must be original. The message should be about the product or service, it should be peculiar to the product. There should be no form of plagiarism in drafting marketing messages because no two products are the same; they differ from each other in different ways. Also, marketing messages should be based on facts about the products, being dishonest about products makes the brand look bad to the customers.

7) Use familiar and understandable language.

What is the point of the message if the customers do not understand what the message is about?

Do not use jargons, rather make the message easily understandable and make it feel familiar by using informal words.


Incorporating these inputs into the preparation of your marketing message will surely define your brand, and stand it out amongst its competition, and ultimately converting prospects to active customers.

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