In simple words, it is the longer version of your USP (Unique Selling Proposal). Your marketing message is used to grab the potential customer’s attention. Tell them what’s unique about you or what problem(s) you can solve for them. I don’t know you, thus I don’t trust you, why should I? That’s what you should explain – why should the prospect trust you? Why should they choose you instead of anyone else?

Should you speak to people’s brain or emotions? I think you know that the answer is emotions. People don’t buy what they need but what they WANT.

When you start putting together your marketing message you first need to identify your target market and identify the problems the market offers you (yes, the problems are good for you, these are the things you can use to differentiate yourself from others by solving them). You need to show people you care about their problems. And you need to understand how these problems make people feel. And then go on from there. Work with their emotions, duplicate them and approach them with a solution.

Make sure it’s all believable – if you don’t believe it yourself, nobody will. And testimonials are always great. Testimonials give the proof that your solution works. Before – After, yes, it’s nothing new, but it still works.

What makes you different? We’ve already talked about that, just think. People don’t care who you are, people want to know what you CAN DO for them. So when talking about who you are, present yourself by saying what you can do for the prospects.

"You can get everything in life you want if you just help enough people get what they want"