Develop a clear marketing message

Articulate the message.

"Small-business owners often think features are benefits," says Doug Hall. "Features are the stuff; benefits are what the customer will receive, enjoy or experience. So don't sell me books; sell me knowledge." Customers need to know what's in it for them.

Be wary of going overboard, however. "After they've figured out how to [sell] benefits, many businesses start throwing in more and more," says Hall. Research indicates that you need to stand for just one thing, he says. While it's tempting to pile on all the great things about your business, you only have a brief window to capture a prospect's attention, so focus on the one thing about your product or service that will make them say "Wow!"--and make them want to do business with you.

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