I recently finished reading Malcolm Gladwell's book 'The Tipping Point'. In it he talks about the stickiness of marketing messages. That really hit me and I got to thinking about how small business owners put their marketing pieces together.
How do you know if it will be sticky? You don't, really. However, one thing I've noticed is that people tend to create their message around what they have to offer. Of course, you say. Aren't you trying to get the word out?
Well, yes. But what matters is what the prospect needs and wants. That comes first. What pain are they in? What desire do they have? Now, what do you offer that can alleviate that pain or match that desire?
My point is that the starting place is critical to a good message. And the starting point has to be with the prospect - not with the product/service. If your message addresses their situation, you're more likely to grab their attention. And stick.