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Marketing Your Products and Services: Conveying the Message

By: SmallBizClub



Opening a business is inevitably both promising and risky. The competition is fierce in most sectors, with dozens of companies competing for consumers. On the other hand, there’s a palpable demand for various services and numerous opportunities to stand out. Moreover, a business-oriented world economy allows for rapid growth if you know what you’re doing.

Conveying the right message to your potential buyers is vital at all times. At the very start, it will ensure sufficient revenue to reinvest, improve and expand. Later, it will shape a cohesive brand presence that will stick in people’s minds for years.

Here’s what to consider if you want to communicate successfully with potential customers.

Build an Online Presence

Right now, most businesses use the Internet for various purposes. Moreover, the recent Covid-19 pandemic accelerated migration to the virtual. The Internet opens up several possibilities, for example:

  • You can utilize social media for brand promotion
  • Online shop is an efficient alternative to a physical store
  • You can trade globally
  • User reviews reveal strong or weak service spots
  • Ranking on Google generates long-lasting organic traffic

You should pay close attention to the current technological landscape. Remember, conveying the message consists not only of your values and virtues. You already convey a positive message if you have a professional, attractive website. According to studies, 81% of consumers visit Internet reviews before buying.

One of the first things you have to do is grab attention. Once your website is attractive, proceed with the brand representation. This is where you do a lot of research and brainstorming. Firstly, inspect what your potential customers want. Google Trends is an excellent tool for knowing what people are looking for. Second, answer their demands with positive messages. Here are several fruitful approach angles.


All people want to feel safe. Security and comfort are excellent selling points whether you’re selling automobiles, sports equipment, or software services. For example, you can mention that your online business invests in cybersecurity to keep customers safe. Don’t hesitate to go into details. If you use a business password manager, illustrate how they benefit from it. Cybercrime is rising, and applying additional protection will make you stand out.

If you plan on selling IoT devices, explain whether they are compatible with additional cybersecurity software, such as AntiViruses or VPNs. People who buy smart tech want to be sure it’s safe to use. Remember the frightening Nest baby cam hack. If a VPN can improve your device safety, consider writing a “how-to” blog post about it. It will convey a positive message of trust and responsibility, and you can benefit by positioning yourself among reputable cybersecurity brands.

Ease of Use

Only some people are technologically adept. However, more and more services use computer systems, including fridges, watches, smart cookers, etc. Firstly, invest in product design. It should have an intuitive interface, tutorials, and great UX.

The same logic applies to other services. Boden clothing brands utilize ease-of-use discourse to illustrate how easy it is to look stylish. Remember, when buying services, people don’t want to put effort. They want to start benefiting immediately. Use it to your advantage.

Price and Value Ratio

An excellent price and value ratio is universally a practical, strong selling point. Firstly, almost everybody cares about spending less. If you can deliver outstanding quality for an affordable price, your job will be much easier. On the other hand, if your services are pricey, work the quality angle. You could offer something that others don’t. Illuminate why people should pay more for your services and show how the benefits outweigh an extra penny.

These are just the three most popular message angles, but we’ll leave the rest to your research.

Conclusion: Focus on Usability

Once you have an online presence and set up communication channels, it’s time to deliver a concrete message. It’s been proven that consumers respond better to clear use cases and benefits. Refrain from beating around the bush explaining the sophisticated inner workings of your services. Jump straight to the point and outline what people will get after buying.

Moreover, dig deep into how it will improve their lives. For example, this new smart cooker you’re about to buy will keep your food nutritious and save energy while at it. Health and lower taxes, who could say no to that?

To summarize, think of the whole picture. Make your services visible with a clear, cohesive message oriented toward the consumer. If you need more ideas, check your competition, but never copy. Learn from their success and form your own unique message.

Published: December 30, 2022

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SmallBizClub.com is dedicated to providing small businesses and entrepreneurs the information and resources they need to start, run, and grow their businesses. The publication was founded by successful entrepreneur and NFL Hall of Fame QB Fran Tarkenton. We bring you the most insightful thinking from industry leaders, veteran business owners, and fellow entrepreneurs. Follow us on Facebook, Twitter, and LinkedIn.

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