How you say it is as important as what you say
A woman is in the kitchen and calls out to her husband who is sitting in the living room: "Can you please get me another roll of paper towels from the garage"? The man responds with "Yes dear".
If these words are spoken through clenched teeth, do you think this man means for the term "dear" to be a term of endearment? Of course not! Yet this same term minus the clenched teeth and used without anger is a term of endearment.
What does this mean from the perspective of a small business owner? It means that even if your marketing message is clear, concise, and valuable, if it is not delivered in an effective manner to the right target market, the value is lost.
As an example, one of my clients asked me to write a second marketing letter for him. We spoke about how he used the first marketing letter and what his results were when it became clear that although the message in the letter was right on the mark, his results were not only not measurable but questionable as to the value of the message medium.
The challenge for every small business owner is: 1) make sure you are addressing the right target market at the right time. 2) make sure your message is saying what you want it to say, and 3) make sure your message delivery is effective and measurable.
What kinds of things are you doing to make sure your message is being delivered in the most effective manner?