If you’ve ever sat down to write about your business and thought, “I don’t know what to say without sounding pushy” — you’re not alone.
Most small business owners struggle with their marketing message. You will either write too much jargon, try to appeal to everyone, or overcomplicate things until the message is lost. The truth is, if people don’t understand what you do and why it matters, they won’t buy — no matter how good your product or service is.
Here’s how to write a clear, simple marketing message that attracts the right people and makes you sound like the expert you are.
Step 1: Know Who You’re Talking To
Your marketing message should speak directly to your ideal customer, not “everyone.” Who are they? What stage of life are they in? What keeps them awake at night? If you try to talk to everyone, you end up connecting with no one.
Tip: Write down one real customer in detail. Imagine you’re writing just for them.
Step 2: Identify Their Pain Points and Desires
People buy because they want a problem solved or a dream realised. Your message should show you understand both.
• Pain point: “I don’t have time to figure out marketing, and I feel like I’m wasting money.”
• Desire: “I want to feel confident, clear, and in control of my business growth.”
When your message reflects their reality, they’ll instantly feel you “get” them.
Step 3: Keep It Simple
Your business probably does lots of things — but your message shouldn’t. One clear, simple message is better than a long list of features.
Example:
“We offer a wide range of solutions tailored to your business needs.”
“I help small business owners cut through the noise and grow with simple, practical marketing.”
Which sounds better?
Step 4: Test and Refine
Your message doesn’t have to be perfect from day one. Share it, see how people respond, and adjust. If people ask follow-up questions like, “So what do you actually do?” — it’s a sign you need to simplify.
Strong vs Weak Messages
• Weak: “I provide high-quality, bespoke solutions tailored to client needs.”
• Strong: “I help ambitious people starting their own businesses nail their marketing so they can attract the right customers without the overwhelm.”
See the difference? The strong version is clear, specific, and customer-focused.
Next Step: Nail Your Own Marketing Message
If you’re nodding along but thinking, “This is exactly what I struggle with,” I’ve got you covered.
Download my free guide “Nail Your Marketing Message” available on my homepage. It walks you through the exact steps to find the right words and finally sound like the expert you are.
And if you’d like more hands-on help, check out my service “What You Should Be Saying” — where I work with you 1:1 to refine your messaging and rewrite your homepage copy.
