There is a hefty amount of information available on usability, conversion rates, SEO, PPC, banner ads, link building and all the other wonderful ways to get your business noticed online. But often the most fundamental and overlooked element of any marketing communication campaign is actually the marketing message itself.

It’s not an intentional oversight – the bulk of businesses (you) believe that they have a marketing message. It's usually some descriptive variation of, "Hello. This is what I do. Please buy me." These messages are usually centred around who YOU are. What YOU do, how YOU do it and how long YOU have been doing it for. Sometimes the YOU part gets even more amped-up to include pictures or videos of who YOU are and what YOU do. It's all about YOU, YOU, YOU!

It's not that this view is entirely wrong. Often these things need to be communicated as the potential client will (hopefully) be interested in who you are in the future. But right now, at the first point of contact, they are not interested in you, rather they have a problem that needs solving. And at this stage of the interaction the client has only one concern – solving that problem.

An excellent book written by Doug Hall entitled, “Jump Start Your Business Brain” outlines three essential components every effective marketing message should include: 
The Overt Benefit, Reason to Believe, Dramatic Difference.

“Clients today demand to know precisely what's in it for them, why they should believe you will deliver, and what sets you apart from the competition.”

Instead of having a marketing message that focuses on what you offer, look at the possibility of creating a message that focuses on your client. THEIR problems, THEIR issues, THEIR needs and THEIR troubles. This sounds really simple but it is often forgotten. 

When creating a marketing message or taking another look at your own, take into account the following points.

Your message should be:

• Compelling and centred around a client’s biggest concerns and needs.
• Focussed on the client’s problem.
• Solution orientated.
• Constructed to distinguish you and your unique capabilities from your competitors.
• Intent on starting a conversation and a relationship.

A competent and well constructed marketing message will convert more website visitors to leads. And convert more of these qualified leads to clients. All the other marketing elements that you use should be based around this fundamental marketing foundation – so make sure it’s a solid one.