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When the content of your marketing messages is focused on the needs and problems of your target audience with information and keywords important to these prospects, your buiness message is far more likely to be found during online searches. It is also more likely to be remembered, whether it was seen online or offline, because you are speaking to your prospective customer rather than pushing your business at them. No one likes to be “sold,” but most everyone likes to buy things they want. Customer-focused messages transform your marketing into customer magnets!

A Step-by-Step ‘Base’ Recipe to YOUR “Secret Sauce” for Customer-Focused Messages

  1. Write all your marketing messages content from the perspective of your target audience—online and offline. Talk to your prospects, not at them.
  2. Carefully review all marketing messages to make certain they contain words and phrases that your target audience would use when searching for what they want. Caution: be certain you are talking to your prospects rather than search engines. Avoid becoming obsessed and over-packing your messages with keyword after keyword, such that your messages no longer sound like people talking to each other. Search engines are targeting-“tools,” not your target audience.
  3. Be the solution to the problems your target audience is likely to have, by providing relevant content on your Website
  4. Be the source of answers to the questions your target audience is likely to have, by providing relevant content on your Website.
  5. Be the source of answers to the curiosities your target audience is likely to have, by providing relevant content on your Website.
  6. Decide upon a plan for how often you will add new content to your Website—remember these are new reasons for prospects to visit your marketing messages, and new opportunities to strengthen your ‘expert’ position as well as develop the trust of your target audience.

And all of this is without paying for AdWords and expensive SEO (Search Engine Optimization) strategies! When your marketing messages and Website content are focused on serving your customers, including thoughtful consideration of which keywords your customers and target audience would most likely be using, your Website content IS your SEO strategy.

Who’s Doing It Right?
While representing only a very small percentage of the businesses involved in marketing both online and offline, there are businesses are out there that do already create their marketing messages from the perspective of their target audience. Would it surprise you to discover that those businesses that develop their messages in this manner are also particularly successful?
A few examples: at the Enterprise level include Coca Cola, Proctor & Gamble, and Red Bull; on the small business level, there are “River Pools & Spas” in the U.S. state of Virginia and Dinesen Flooring in Denmark.

I know what you’re thinking. Well, yeah! Coca Cola, Proctor & Gamble (P&G), Red Bull—they have MASSIVE UBER-budgets. They can pursue any marketing idea they want. What can that possibly have to do with my small business? Yes, Enterprise-level businesses have budgets which, if we say them out-loud, could make us break out in a zero-envy rash. We can’t play in their ‘financial’ ballpark. However, we can emulate their strategies by acting on what these businesses, collectively, are doing right. We can also realize not all Enterprise-level businesses are doing it right; actually, most of them are not. So, money is not the difference. Insight, choice and execution, through resourceful and creative emulation, is the difference. And small business owners can capitalize on that difference.

The Enterprise business examples above are not each utilizing all of the powerful pieces of effective customer-focused marketing. Only Red Bull is doing it all! I’ve spent a few years reviewing and studying thousands of Websites and several hundred businesses, looking for what works and what doesn’t in marketing, particularly since the advent of social media. I now get a kick out of imagining where these already ‘big boy companies’ would be, financially, if they each did use all of the customer-focused ‘power tools’!

But what I actually get excited about is what creative, resourceful emulation of these strategies can do for small business owners. That is why I am on a mission to revolutionize how small business owners develop their marketing messages; because doing so is a serious game-changer at the level of small business. It can be the difference between closing down your business and keeping it alive, or even moving it to a strengthened source of revenue. It can be the difference between feeling as though you “own a job” versus actually running a business, the difference between being enslaved by your business and your business benefiting you and your customers!

12 Steps to Effective Online Marketing

Step 1 – Why Social Media Is YOUR Most Powerful Marketing Tool

Step 2 – Human Nature And Negative Word of MOUSE Marketing

Step 3 – Great Examples of the Power of Social Media Marketing

Step 4 – What’s Missing From Traditional Marketing Advertising

Step 5 – Anatomy of a Customer-Focused Marketing Message

Step 6 – Be Clear Exactly Who You’re Marketing To

Step 7 – Adding “Story” To Make YOUR Marketing Memorable

8 – Boost Your Business Providing 1 or 2 Resources WITHOUT Selling

Step 9 – YOUR “Business Voice” What it is; why it’s important

Step 10 – A Sampler of Social Media Types/Channels

Step 11 – Which Social Media Will Work for Your Business

Step 12 – Working Social Media Into YOUR Regular Business Operations

Tune in to The Word of MOUSE Blog Show on iTunes, the 2nd and 4th Tuesday of each month for MORE Word of MOUSE!

Looking for the Word of MOUSE Book?  It’s available in both Kindle and paperback formats on

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