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Say The Right Thing

Your marketing message should highlight how you're different and motivate prospects to buy.

This story appears in the September 2008 issue of Start Up.

success hinges on having a core message that resonates with your target audience. When you create an ad or call prospects, are you communicating what they most want to hear? Many new entrepreneurs focus on the story they want to tell at the expense of crafting a more motivating central message. As a new owner, you have the advantage of getting it right from the start by creating a core message with a clear point of differentiation that motivates prospects. It must also capture the essence of what you want customers to remember.

Everywhere you look, you'll see "me too" marketing. Pick any business category or market niche, and you'll find a majority of businesses are saying the same things about themselves. That leaves customers to make choices based on very slight differences, often to the detriment of marketers.

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