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7 Steps to Build Marketing Messages

Build a Marketing Message with Points on Paper

This post covers the steps Points on Paper takes to create a marketing message for our clients seeking in Dallas.

Below are the steps. We have a canvas that accompanies these directions. Learn more about the canvas and follow along with this explanation.

Let’s get started.

Marketing Message, Points on Paper, Jimmy Marlin Epperson, message map maker, communication tool, business communications

So first thing first. You don’t need multiple marketing messages to one audience. You need one point to get across to your audience.

Think of your marketing message more like a thesis statement. Your marketing message is usually a general point about what you’re doing or offering to a specific audience. Then you back this up with secondary and supporting points.

We also have some videos at Points on Paper that gives you basic communication tips.

Here are the steps listed out and each on is explained below:

Section I: The basics

  • Who is your audience?
  • What is your topic?
  • What do you want your audience to do?

Section II: The Brainstorms

  • Brainstorm on your topic.
  • Brainstorm on your audience recommendation.

Selecting III: Selecting Your Message

  • Select the most important point
  • Select your secondary points.

Section I: The Basics

Key Messages, Message Development, Business Communication, Communication Tools, Points on Paper

The first thing you need to do is answer the basic, fundamental questions needed to write a good message. These questions are often overlooked or forgotten when we begin writing or thinking about presentations or messages.

However, they are critical if we want to start brainstorming with the right kind of clarity. Be clear when you write these, take your time and be brief.

Often the answers to the below questions go through several rounds of edits and even though they look easy to answer… they are not. Clarity is elusive, and it’s not until we get something on paper in a structured and disciplined way that we can start seeing results.

Making a Marketing Message Step One

Step One: Identify your audience

A marketing messages, or your key message, is created to change people’s minds, to influence them and to get them to take action.

In a business sense, if you’re not influencing or changing behavior, then you’re not really communicating. If you are not sure who your audience is, here are some key questions to ask. Some key questions to ask are:

-Who is your audience?

-Who is receiving this message?

-Who needs to hear it?

-Who do you want to influence?

Step Two: Clarify your topic

What is the topic of your speech or marketing message? What is your topic?

Don’t be fooled. This is a difficult question to answer. It also shapes your entire message. When I help customers with their messages, this is the single question that takes the most amount of time. Sometimes you need a consultant just to answer this question.

This is true especially when you are offering an abstract service to the market or have a complex idea. Your topic is critical to get an accurate message.

Take your time with it. Don’t use jargon. The best way to simplify any communication is to simply ask, “What do I mean?”

Step Three: What do you recommend to your audience?

What do you want your audience to do? Or what do you recommend to your audience? 

Once you have written down your audience and topic and are satisfied with your clarity, this step often becomes apparent. Don’t be afraid to state the most obvious call to action. This is one of the most critical steps in creating a marketing message.

Here are some obvious ones:

-I want customers to buy my product.

-I want customers to buy my product.-I want customers to subscribe to my email list.

-I want customers to subscribe to my email list.-I want customers to call for a consultation.

-I want customers to call for a consultation.-I want a prospect to say yes to a meeting.

-I want a prospect to say yes to a meeting.

Section II: Brainstorms

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We’re going to take the answers from the topic question and audience action question and brainstorm about them.

You need a minimum of four points for each brainstorm to move on. But the more points… the better. It’s okay to state the most obvious thing in the world. And it’s okay to be redundant.

Step Four: Brainstorming on your topic

What do you want your audience to do? Or what do you recommend to your audience? 

Brainstorm on your topic. Make very brief statements on why your topic is unique and different. Literally look at what you wrote for your topic… and think of points on why it’s different.

-How is your topic different from similar topics?

-What makes it unusual?

-What do you like about it most?

-Why is it important to you?

-What is something that you think is so obvious it doesn’t need to be communicated?

Step Five:  Brainstorming on your audience recommendation

The second brainstorm asks how the audience will have the advantage because of your recommendation. This is usually when great messages are created.

There is an old communication saying that says: features tell, benefits sell. You can see an extended blog post about it here.

You need four points to move.

Section III: Selecting your points

Key Messages

Step Six: Selecting the Main Message

First, you’re going to select the very best point. I tell customers, “If you could say only one thing to your audience… and one thing only, what would it be? What’s the most important thing out of this list you need to tell your audience?” Through a process of elimination, we narrow the points down into about four categories.

We pick the one we like best.

Step Seven: Selecting three points that support your main message

And then we pick three supporting statements from our list of points that proves the main message. So now… you should have a main message and three supporting points. The free one-pager offered above is this process on one sheet of paper.


After going through this process you know:

  • Your audience
  • What you’re talking to them about
  • What you want your audience to do
  • A clear, organized message that expresses the most significant points about your topic
  • The foundation for a strong communication strategy.

Also… test and edit your message. Say it in everyday language. Make sure people are actually interested in what you say… instead of leaving you confused.

More About Points on Paper

Points on Paper is a business communication tool that transforms jumbled thoughts into concise points on paper. We created a structured and disciplined approach to thinking about and writing a marketing message. We sell access to our Message Map Maker and offer our Points on Paper process for free. Transform your jumbled thoughts into concise points on paper with a structured and disciplined method to think that quickly finds clarity @ https://pointsonpaper.com