A business’s marketing message is an essential element in its overall marketing communication. The marketing message is a tight statement of what services being offered that answer’s a prospect’s instinctive question: ‘What’s in it for me?’

The marketing message is referred to by a couple of different names:

• Unique Selling Proposition (USP)
• Core Marketing Message (CMM)
• Elevator Test
• Marketing Message (MM)

The marketing message must clearly speak to the needs of a business’s prospective clients. When they see the USP, CMM, or hear the Elevator Speech, the ideal response is - “that’s what I want”. It should get them to listen to any recorded messagess, request a company bochure, visit to business’s web site, and ultimately, get them to call to do business.

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