Your product or service should only be part of your overall message. Yes, it’s what you bring to your customers, but you are offering more, customer service, convenience, reliability, experience, etc. So consider all these issues in light of what they mean to your customer. What makes you unique to your target market? You’ve outlined your product and you know your customer, but what makes a company different from its competitors? Try to tie those differences to your product’s unique qualities. Don’t just tell your customers that your product is superior, offer them proof like customer testimonials, references, and success stories.
Once you have your message developed, make sure everyone knows your company’s story, from your salespeople to your front desk, from your website to your marketing and commercial slogans. The more your customers hear it, the more likely it will be to resonate and stick. Also, ensure that your company’s business plan reflects these same values.