You've built a stunning website. You're posting reels daily. You've implemented sales funnels and checked off every marketing tactic on your list. So, why aren't you seeing results?
Here's what many small business owners don't realize: all of these marketing efforts are wasted if your messaging isn't clear. Research shows that consumers don't always buy the best products; they buy the ones they can easily understand. Without clear communication, even the most amazing product will lose to a competitor whose message resonates.
This is where Marketing Guiding Statements come in.
Key Points
- What are Marketing Guiding Statements & how do they help you clarify your message?
- How do you write your Marketing Guiding Statements?
- Where can you use your Marketing Guiding Statements?
- How do Marketing Guiding Statements help your small business?
- Are you ready to take your first step in marketing and write your Marketing Guiding Statements?
What are Marketing Guiding Statements & how do they help you clarify your message?
Marketing Guiding Statements are written guidelines that position your business as a trusted partner in your customers' success. Think of them as the GPS for all your marketing efforts. Once you develop them, they guide every piece of content you create, ensuring your message stays clear, consistent, and customer-focused.
These statements give you the exact information you need to craft messaging that connects with your ideal customers and holds their attention. Instead of guessing what to say in your social media posts, website copy, or sales conversations, you'll have a proven framework to follow.
How do you write your Marketing Guiding Statements?
At Treefrog, we utilize a story-based framework to create Marketing Guiding Statements for our clients. This framework is made up of five sections, which include your:
- Talking points: a set of conversational points that incorporate story elements
- One-liner: a single statement, 30-second elevator pitch you can use to help people realize why they need your product or service
- Story pitch: a storyline that engages potential customers and tells them what to do
- Sales script: a written script that helps you sell better than anyone else—without sounding like you're selling anything at all
- Your “Why”: a statement that explains the reasons why you do what you do
Once you’ve determined and written these five statements (AKA your Marketing Guiding Statements) for your small business, you’ll have a clear message.
Where can you use your Marketing Guiding Statements?
After writing your Marketing Guiding Statements, you’ll have almost all of the information you need to strategically write:
- A website
- Social media posts and ads
- Blog posts, videos, and any other content
- Google ads
- Email marketing
- Networking and sales introductions, and presentations
- And, basically, any other marketing tactic that requires words!
And, with clear messaging, these marketing tools will position your business for exponential growth!
How do Marketing Guiding Statements help your small business?
Again, once you've written your Marketing Guiding Statements, you'll have a clear message that transforms your marketing across all platforms. But, these statements can do more for your business than just give you a bank of messaging to pull from.
They Make Your Marketing Customer-Focused.
Instead of bragging about your features or sounding overly salesy, your messaging will position you as a guide who understands your customers' problems and has the solution they need. Your Marketing Guiding Statements shift the narrative from "look how great we are" to "here's how we can help you succeed,”—which builds trust and makes your audience feel understood.
They Ensure Consistency Across All Channels.
Whether someone encounters you on Instagram, your website, or at a networking event, they'll hear the same clear, compelling message about how you can help them. This consistency builds recognition and trust over time.
They Increase Conversions.
Clear messaging has the power to convert your ideal customers into paying customers. When people quickly understand how you solve their problems, they're far more likely to choose you over the competition. Your Marketing Guiding Statements cut through the noise and communicate value immediately, which means more leads, more sales calls, and ultimately more revenue for your business.
Are you ready to take your first step in marketing and write your Marketing Guiding Statements?
Remember, first comes messaging, then strategy. You can invest in the best marketing tools and tactics available, but without clear messaging, you won't see results. Marketing Guiding Statements are your foundation for marketing that actually works.
If you'd like step-by-step guidance on writing your Marketing Guiding Statements, take our FREE mini course: "The First Step to Effective Marketing for Small Businesses: Writing Your Marketing Guiding Statements."
This course includes seven lessons and a downloadable PDF that walks you through every component with real examples. By the end, you'll have the messaging and talking points you need to write effective copy for all your marketing efforts—and you'll know exactly what to say to convert prospective customers into paying customers.
Treefrog Marketing is a fractional marketing agency based in Lafayette, Indiana, offering executive-level marketing leadership backed by a professional team. Our tailored, data-driven solutions transform businesses, accelerate growth, and enhance customer experiences. For more information, please visit our website. You can also connect with us on X, Facebook, LinkedIn, and Instagram.
With a strong strategy in place and an agency maintaining your systems, every part of your marketing—your website, content, email, and advertising—works together to drive consistent, sustainable growth.
