Marketing messages are clear statements that you use to tell the world (or at least your prospective customers) what you do. They are critical for two primary reasons:
1. It is human nature to be attracted to that which is consistent, and messages ensure that you stick to a consistent communication pattern.
2. The biggest mistake we can make as marketers is to fail to set a customer up for what we are going to deliver or set them up for something on which we cannot deliver. Solid messages ensure that you tell people exactly what they can expect from you. This gives your customers the powerful satisfaction of being "right" and also allows them to promote your business to other people in the correct manner.
Here is a graphic I developed to demonstrate this concept:
Next ...I'll tell you how to create your marketing messages.