Checklist For Developing Effective Marketing Messages

When Optimum Design & Consulting launched in 1992, it was prior to widespread use of the technology we take for granted today, such as cell phones, web pages, and e-mail. Some of our contemporaries were still using T-squares and X-acto knives in those days.

Today, Optimum has evolved and matured into a full-service graphic design firm that serves about 30 different clients at any given time and performs all web development coding in-house. Optimum is a powerful thought leader in branding, design, and website development.

This year, we’re revitalizing our trusted brand — bringing our clients fresh ideas, resources, industry news, guidance, case studies, and more. This blog is one manifestation of that. Next month, we’ll roll out a shiny new newsletter to keep you informed.

Sign on Christie's desk
Review and refine your marketing messages on a regular basis – and proofread for spelling and grammar!

We’re thinking more strategically about marketing, and we’re experimenting with different channels of dissemination. We’re also refreshing content on our website, which has me thinking a lot about message development.

In my two decades in marketing and communications, I’ve developed a checklist that I rely on when developing marketing messages. Here are a few of the key questions I consider (and you should, too!):

  • What’s the objective of the messaging?
  • What problem does your product or service solve?
  • What proof can you provide?
  • What action do you want readers to take?
  • What are your competitors saying?
  • What’s your competitive edge?
  • Who are you trying to motivate?
  • What will motivate them?
  • What information do they need?
  • Where do they get their information?
  • What barriers exist?
  • What does the research show?

Having the right message is every bit as important as having an attractive and user-friendly website. And that message needs to be delivered clearly and concisely. With all of the automation in word processing, there’s no excuse for typos and errors in punctuation, spelling, or grammar.

Ultimately, your website is a business vehicle that, when used effectively, can help you target potential clients. Your marketing messaging is the engine driving that vehicle.

Christie Petrone, Project Manager