Month: May 2025

Episode 6 – Crafting a Strong Marketing Message

Posted on by Tristan Martin

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In this episode of Business Made Smarter, Ed Nell sits down with Doug D’Aubrey to discuss the importance of crafting a strong marketing message. Doug explains why a marketing message needs to resonate with your target audience, focusing on outcomes rather than the details of how your product or service works. He shares insights on avoiding common mistakes, the power of a clear Unique Selling Proposition (USP), and how storytelling can enhance your message. Doug also introduces the “So What?” test as a way to refine your message and ensure it delivers value.

This episode offers actionable advice for businesses looking to refine their marketing strategies. Doug shares advice on keeping your message clear, focused on outcomes, and supported by storytelling, which can help your business break through the noise and truly resonate with your target audience.

Key Takeaways

Focus on Outcomes: The message should emphasise what the customer will gain, not just how your product works. The key is communicating the result they will experience.

Avoid Overcomplicating the Message: Doug advises against using jargon and overly technical terms. The message should be simple and clear enough that even a 14-year-old can understand it.

The Power of USP: A well-defined Unique Selling Proposition (USP) helps businesses stand out. It should be included in all marketing communications, reinforcing why customers choose you.

Storytelling: Once you’ve captured attention with your clear message, storytelling can help connect emotionally, sharing real-world benefits and outcomes.

The “So What?” Test: Always ask, “So what?” after delivering your message. If the listener can answer this with a clear benefit, then your message is effective. Otherwise, refine it.

Best Moments

“Focus on the outcomes your customers will experience, not on what you do. That’s the key to getting their attention.”

“Avoid jargon and technical terms. If a 14-year-old can’t understand your message, you’re not there yet.”

“The USP is not just a nice-to-have; it’s a cornerstone of your messaging. Use it everywhere.”

“Storytelling turns your message into something people can relate to. It shows real-world results, not just promises.”

About the host

Doug D’Aubrey, founder and Managing Director of Executive Training and Consultancy (ETC), leverages extensive senior management experience to help businesses across the UK and Europe. With tailored consultancy packages ranging from short-term projects to 3-year growth programs, Doug aids companies in improving operations and achieving results. Doug’s success lies in his honest communication with leaders, identifying strategies to enhance management skills and optimise service delivery for measurable outcomes.

Take advantage of a FREE 2-hour Business Review with ETC’s expert consultants to identify goals, tackle challenges, and create a clear plan for growth. Visit https://exec-tc.com/ to book your review.

Subscribe, share, and leave a review to stay connected and keep your business journey moving forward!

Creating a Clear, Strong Marketing Message in 2025

Posted on by Tristan Martin

In a crowded, competitive marketplace, your marketing message isn’t just important—it’s everything. It’s what grabs attention, sparks interest, and convinces customers to take action. But in 2025, consumer expectations are higher than ever. People don’t have time for vague, jargon-filled messaging. They want clarity, relevance, and results.

So, how do you make sure your marketing message cuts through the noise? You focus on three key principles:

1. Speak to the Customer’s Needs, Not Your Own

Your marketing message isn’t about you. It’s about your customer—what they want, what they struggle with, and how you solve their problem.

Example: A florist shouldn’t say, “We create intricate floral arrangements with premium-grade flowers.”
Instead, they should say, “Make their day unforgettable with a bouquet that speaks volumes.”

It’s not about what you do—it’s about what your customer gains.

Ask yourself:

  • What problem does my customer have?
  • How does my product or service make their life easier, better, or more profitable?
  • How will they feel after choosing me?

2. Stand Out with a Clear USP (Unique Selling Proposition)

In 2025, customers have more choices than ever. Why should they choose you?

Your USP isn’t just about what you do; it’s about what makes you the best choice.

Example:

  • Instead of “We provide expert business consultancy,” say, “We guarantee profit growth—no fluff, just results.”
  • Instead of “We offer premium customer service,” say, “We answer every call within 10 seconds—no endless hold music.”

Your USP needs to be crystal clear, tangible, and instantly compelling.

Tip: If you can’t sum up your USP in one sentence, it’s not clear enough.

3. Ditch the Jargon – Keep It Human

People don’t want to wade through technical terms or corporate speak. They want simple, engaging language that speaks to them.

Example:

  • Instead of “We facilitate operational efficiencies through synergistic strategies,” say “We help businesses work smarter and make more money.”
  • Instead of “Leverage cutting-edge AI to optimise workflows,” say “Let AI handle the boring stuff so you can focus on growing your business.”

Rule of thumb: If a 14-year-old can’t understand it, it’s too complicated.

Other Ways to Strengthen Your Message

  • Break it down – Don’t overload your message with everything at once. Start with a strong hook and guide customers on a journey.
  • Use emotion – People buy based on feelings. Tap into their aspirations, frustrations, or desires.
  • Test it – Read your message out loud. If it sounds unnatural or clunky, simplify it.
  • Get feedback – Ask a colleague or potential customer to summarise your message. If they struggle, refine it further.

How ETC Can Help

Crafting a powerful marketing message isn’t easy—but it’s essential. At Executive Training & Consultancy (ETC), we specialise in helping businesses refine their messaging to attract more customers and increase profits.

If you’re new to ETC, take advantage of our free two-hour business review. We’ll work with you to sharpen your messaging and leave you with clear, actionable steps.

Don’t let unclear messaging hold your business back. Contact us today to refine your marketing message and drive real results in 2025.