"I keep six faithful serving men

Who teach me well and true

Their names are What and Where and When

And How and Why and Who.

Kipling's "six faithful serving men".

1."Who" Are You Marketing To?

While creating your product message, first clearly identify who you're marketing to. Then write your message for this audience. Don't write a message that tries to appeal to everyone - it is highly likely it will end up appealing to no one.

2."What" Does Your Product Do For Them?

Tell your target audience what your product does for them in plain English. Do not use jargons or unnecessarily complex language - many B2B software companies are especially guilty of this.

3."Why" Is Your Product Better Than Other Solutions?

Odds are your audience has several other means to achieve the same thing that your product does. Tell them why your product is better. Why they should consider your product instead of the other solutions.

4."How" Can You Prove Your Points?

Provide concrete, tangible information that proves your points about what your product does and why your product is better. Often companies make vague statements that cannot be proven. Instead, use concrete data - such as customer testimonials, success stories, third party surveys, etc.

5."Where" and "When" Is This Message Being Delivered?

When creating your product message, take into account where and when the message will be delivered to your target audience. For example - a message on your website will be delivered to any visitor to your site, whereas a message in a direct mail will only reach the intended audience during the intended timeframe. Tailor your message accordingly.

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