Your marketing message is crucial to the success of your company. This message tells your customers who you are, what you do and, most importantly, why they should buy from you. Furthermore, it should be based on sound market and customer segmentation. No company can expect to be the best at everything. Focus.
After you've established a winning market message, all of your marketing collateral should support the message. Consistency will win the day, both in form and content. This message should come through in all your collateral, including press releases, websites, brochures, white papers, data sheets, operations and/or user manuals, sales training materials, customer presentations, and proposals.