Marketing messages that address customer needs win every time

A simple hack to transform your marketing messages.
Reading Time: 2 minutes

In the fast-paced world of small business marketing, standing out from the crowd can be challenging. But, with the right approach and tools, creating marketing messages that resonate with your target audience and set your business apart from competitors is possible.

Understanding your customer’s pain point

The cornerstone of successful marketing is addressing your customers’ needs better than anyone else. This means understanding their problems, their pain points, and the solutions they are seeking. But how do you connect with your customers on this deep level? The answer lies in a simple marketing messaging hack. This hack involves flipping your thinking from focusing on what your product or service does to explaining how it helps your customer solve their problem in your marketing messages.

Understanding your customer’s problem is the first step in this process. I recommend conducting desk research and brainstorming sessions to gather market intelligence. Online platforms such as Google, community pages on social media, and question-and-answer sites like Quora and Reddit are invaluable resources for this.

By putting yourself in your customer’s shoes and looking at what questions they’re asking and what they’re searching for, you can gain a deep insight into their challenges.

yellow socks and black sandals
📷: The Creative Exchange

Do your current marketing messages measure up?

Once you’ve gathered this information, it’s time to look hard at the marketing messages in your current marketing communications. Are you focusing on the features of your product or service, or are you explaining how it helps the customer solve their problem? By answering your customers’ questions in your marketing messages, you can demonstrate that you understand their challenges and have a solution to offer. You can now use this information to craft better:

  • Website product descriptions
  • Social media posts
  • Email campaigns
  • Brochures and flyers
  • Blog posts

…the list goes on!

In the world of small business marketing, knowledge is power. Understanding your customers’ needs and being strategic with your marketing messaging can be a game changer. 

Listen to Episode 1 of the Small Business Marketing Huddle where I discuss this marketing messaging hack in more detail.


Like what you hear? Listen to more episodes of the Small Business Marketing Huddle.

In a nutshell

  1. You’ll create stronger connections with your audience if you understand their needs better than anyone else.
  2. Uncover the core problem your customer wants to solve, and how your product or service helps them do it.
  3. Review your existing marketing to make sure your marketing messages answer your customers’ questions.



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