Successful messages have the following characteristics:
Customer-focused—They should answer the customer´s "What´s in it for me?" questions.
Solution-oriented—Customers buy products and services to solve a problem or need. For example, house cleaners do more than vacuum floors and clean bathrooms. They save the customer´s time so that he/she can focus on other activities.
Emotional—Marketing messages tap into customer needs by appealing to feelings. While a home alarm system deters burglars, its emotional value lies in making the occupants feel safe and worry-free.
Concise—You have minimal time to make an impression on customers, so you must focus on one main message in any given marketing communication.
Above all, your marketing messages must support your marketing goals and company mission.
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