Message in a bottle

Imagine you’re stuck on an island.  If you put a message in a bottle in hopes of getting rescued, you’d make it brief and clear.
If you’re in business and you want customers to “rescue” you, the message in your marketing communications bottle needs to be brief and clear too. In marketing communications what you say is as important as where and how often you say it.
How do you come up with the right message? The first step is to know your customers. What benefits do they get from working with you? What problems do you solve for them?
Customer benefit is the main driving force behind an effective message.
Once you’ve developed potential messages, ask these five questions of each one:
1. Is it unique?
There may be many providers of a product or service. How do you set yourself apart?

2. Is it meaningful?
Select your unique message based on the real needs of customers.

3. Is it supportable?
Can you keep the promise you’re making?

4. Is it sustainable?
Establishing a position doesn’t happen overnight. Choose your message based on a long term view of what you can deliver.


5. Is it clear and brief?
If you ask your audience to think too hard, they probably won’t! Simple, straight-forward messages work best.  Remember, this is your “message in a bottle” after all.