small business marketing messaging

As I mentioned in another blog, we are onboarding several new clients currently. During this process, I’m once again experiencing how many businesses have difficulty explaining what they do. I have seen this issue with many clients across industries. The following are some tips to avoid this problem with potential customers when creating your small business marketing messaging: 


We know the anacronym “Keep It Simple Stupid.” To an extent, this advice applies to small business marketing messaging. Now, this doesn’t mean you shouldn’t be thorough in your description of your services, products, and advantages. However, it’s best to keep it clear and concise when talking to prospects. Remember, you are introducing them to your company and what you offer. 

Avoid jargon in small business marketing messages

Every industry has its own language. While you have a full understanding of industry terms, prospects may not. I know there is a temptation to dazzle potential customers with jargon. However, if the prospect doesn’t know the terms, you could lose them at the crucial start of the relationship. Save the jargon for sales meetings when you have the opportunity to explain the term.

Lose the Hype

As most of our clients engage in B2B marketing, I fully admit overuse of exclamation points in the text is a pet peeve of mine. If your benefit small business marketing messaging lacks the power to win over a prospect, no amount of exclamation points will. Of course, there are times it is appropriate to use this punctuation – say for a revolutionary new product. In general, DON’T DO IT!!! Another type of hype in messaging is to exaggerate your services or capability. If you are going to use phrases like “the only of its kind” or “the pioneer of the industry:” be sure you can back it up.

Truth in small business marketing messages

Despite the idea that marketing people permeate their text with untruths to sway an unsuspecting public, professional marketers know that honesty will always win the day – and sale. In small business marketing messaging, promote your truth – what makes you the better choice. Then prove those statements with statistics, case studies, and customer testimonials. 

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and forming closer, personal relationships.

About Conach

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketingfinancial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

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