How to Create Messaging That Actually Connects With the Customers You Want

If you’re investing time and money into marketing, the words you use matter—a lot. But messaging isn’t just about sounding clever. It’s about making a real connection with the people most likely to buy from you.

Here’s how to build messaging that speaks directly to them and helps grow your business.

Know Exactly Who You’re Talking To

Before you write a single line, get clear on who your ideal customer is—not just basic facts like industry or job title, but what they care about, what keeps them up at night, and what makes them decide to buy.

Ask yourself:

• Who are they?
  
• What problems are they dealing with regularly?
  
• What motivates them to make a decision?
  
• What situations push them to finally take action?

You can find these answers by talking to past customers, reviewing sales notes, or looking at what people are saying in reviews and support messages.

Want a head start? Download our free Ideal Customer Profile template.

Get Clear on What You Really Deliver

What’s the real benefit of working with you? Your main message should clearly explain why someone should choose you over anyone else. Keep it simple and results-focused. Think in terms of the outcomes your best customers are looking for—not just what you do, but what it does for them.

Use the Words They Use

Speak in your customer’s language, not marketing-speak. If they’re detail-focused and analytical, don’t be vague. If they’re creative and big-picture thinkers, don’t be dry and boring.

Pro tip: Read your customers’ reviews, LinkedIn comments, or support chats. You’ll see exactly how they describe their challenges and goals. Use those same words in your messaging to build trust faster.

Match Your Message to Where They Are in the Buying Process

People need different information at different stages:

• Attracting attention (Top of funnel): Show you understand their problems.
  
• Considering options (Middle of funnel): Highlight what makes you different.
  
• Ready to buy (Bottom of funnel): Focus on proof, results, and ROI.
  

Don’t use the same message everywhere—meet them where they are.

Make Sure Your Whole Team Says the Same Thing

Once you’ve nailed your message, write it down in a way your team can actually use.

Include things like:

• Your tone of voice
  
• Key talking points
  
• Value statements for different types of customers
  
• A short “about us” blurb
  
• Sample language for emails, websites, and social media
  

Now everyone—marketing, sales, even customer service—is on the same page, speaking the same language.

Keep Improving It

Your messaging should evolve as your business and customers grow. What worked last year might fall flat now. Watch how your emails, ads, and web pages perform. Test different wording and pay attention to what your best customers say and adjust accordingly.

Want Help Crafting Messaging That Works?

Great messaging isn’t about trying to appeal to everyone—it’s about connecting deeply with the right people. When you understand who they are and speak directly to their world, everything becomes easier: shorter sales cycles, stronger relationships, and better results.

At Hivehouse Digital, we help businesses like yours get crystal clear on what to say, how to say it, and who to say it to. Our Brand Messaging services are built to help you connect with the right customers.

Let’s build messaging that actually moves the needle. Contact us to get started.