Make Marketing Message Your Logo in Words

In Branding, Marketing Communications, Marketing Message on June 6, 2011 at 9:16 pm

Every company needs a marketing message. This strong, succinct statement of approximately 25 words or less captures the customer need you address, your solution and what makes your solution different. It must be memorable and appropriate to share face-to-face and in your marketing tools. Your marketing message is important because it is a summation of what your company represents. It builds your brand. It is your “logo in words.” Your marketing message should be an integral part of your marketing efforts and known and used by everyone involved with your business.

Here are a dozen ways to incorporate your message into your marketing:

  1. Networking. When you meet a prospect, use your marketing message to introduce your company. If your message sounds awkward in speech, restructure it so you can state it with ease.
  2. Website. Your marketing message should be incorporated into every page of your website, even the contact page. Don’t fall into the trap of including your message only on the home page. A visitor may never get to your home page and therefore will leave your site without a clear understanding of your company.
  3. Newsletter. While your newsletter should not be a sales pitch, it is appropriate to include your marketing message to reinforce your company brand.
  4. Social media. If you want social media to be an effective marketing tool, incorporate your marketing message into your profile.
  5. Voice mail. Record a voice mail message that includes your marketing message. When you leave a message for a prospect, incorporate your marketing message as well.
  6. Business card. Include your marketing message on your business card. This is a great way to build your brand.
  7. Email signature. When your marketing message is included, it elevates your email signature from contact information to marketing.
  8. Speaker introduction. By integrating your marketing message into your speaker biography, you provide your audience with a memorable introduction to your company.
  9. Presentations. Use your marketing message during presentations to prospects, clients and other groups to help people understand how your company addresses their needs.
  10. Client meetings. Have clients ever told you that they were unaware that your company offered a particular service or product? Help them understand the depth and breadth of your company through a strong, memorable marketing message.
  11. Prospect letters. When you include your marketing message in a prospect letter, you answer the pressing questions, “What’s in it for me?”
  12. Print pieces. Think of your marketing message as your “logo in words” and include it in all print pieces along with your logo.
  1. This is a amazing write-up. Many thanks for taking a few minutes to summarize all of this out for folks. It truly is a great guide!

    • Tana, Thanks for checking out my blog and sharing your thoughts. If you have a question about marketing communications or writing that you would like me to address, please let me know.

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