Marketing Message Structure

A successful and clear marketing message should walk your customer through a story of what it is like to do business with you – and clearly describe to them how your product or service will make their life better. Our example is coming from an existing client of ours – Eco Energy Construction. We walked them through the entire process, as we will do for you, to build the following 8 SECTIONS with SEO-focused copywriting. Below, we also show you the beginning stages of applying their marketing message text into their homepage design.


A One-Liner should be used in your email signature, business card, and what you say to people who ask you, “What do you do?”

Home improvements can feel out of reach financially and ethically. Eco Energy Construction builds smarter – using materials and methods to decrease your energy costs – allowing you to BUILD WITHOUT GUILT.


A great HEADER should contain a “Customer Wins” Headline, Informative Subhead and Clear Call-to-Action.

Message Header


Your STAKES section should describe how bad life might be for the customer if they don’t use your services.


The BENEFITS section of your marketing message is where you describe how great life will be after your customer has used your products or services.

Message - Benefits


When you place yourself as the GUIDE, you explain to your customer that you care about what you do, you understand their pain, and you have the experience and know-how to help them reach their goal.

& Services

Your PRODUCTS & SERVICES section should showcase the main facets of your business – what do you do best?

Message - Products and Services


The PLAN section of your Marketing Message should show how easy it is to reach their goal through 3 or 4 simple steps.

Message - Plan

Customer Story

The CUSTOMER STORY is a great place to describe all the possible objections your customer may have and provide responses that explain why they should do business with you.