Your Message Is an Arrow

As noted in the previous post, the first priority in marketing is to develop an effective message explaining your benefits. I would also add selecting a target audience who is likely to respond. These two elements – message and target market – are your marketing foundation. They support and extend everything you do to reach out and win customers. In fact, having a solid message and well-defined target can literally double or triple your product’s chances of success! It makes a significant difference.

If your message is an arrow, think of it as having two parts. The tip of the arrow is your essential benefit, the main benefit your product or service delivers to customers. The shaft and feathers are reasons to believe or points that build credibility. A good message has both because an arrow without a tip does not stick, and a tip without shaft and feathers does not fly far or true.

In the next post we will look at the most important characteristic of an essential benefit – being clear and direct.

P.S. For a sneak preview of a roll-up-your-sleeves workshop for creating a message and target market (planned for fall 2008), click here.