How to Develop Your Marketing Message - April Roundup

Patrick McFadden

Our theme for the month of April at Indispensable Marketing was “Marketing Message.”


You know what I say, “you must refocus your message on problems not solutions”


Matching your message to your ideal client is pretty much everything when it comes to marketing these days.


Think about you – you’ve got about a couple of seconds to get and keep someone’s attention and you can’t waste that precious time with a message that doesn’t focus on what clients want more than anything - their problems understood and solved.


Experience tells me that for some of you this is going to be a challenge, because the cold, hard truth is that nobody cares about you or what you sell (and nobody will ever care as much about what you’re selling as you do). While your business may be incredible, all your customers and prospects care about is what they believe they will get, achieve, relieve, dodge, or acquire based on buying what you sell, and they’ll go with the business that promised them that.⠀


So, your job as owner and CEO of a small business is to understand the problems people are trying to solve and match your messages to those very specific problems.


The company that can articulate the problem best, wins! It may not even be the company with the best service, but this is marketing, and marketing is often about perception.⠀


These posts aim to help you, your team, and your marketing service providers better understand how to develop a marketing message that attracts your ideal client.


Want us to develop your marketing message for you?

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How to Develop Your Marketing Message Posts

Stop Marketing What You Provide and Start Marketing What You Solve

Hard Truth! It’s lazy to assume that your customer wants the core service you provide whether that is accounting, consulting, landscaping, plumbing, coaching, training, etc.) Instead, speak with them to learn what they believe they will get, achieve, dodge, or acquire based on buying what you sell.⠀


Why Your Customers Don't Care About Your Services

The headline of this snippet isn’t meant to sound harsh as it likely sounds, hear me out. Your small business has a service, you’ve targeted your pitch, and now you are ready to share your business with the world. There are just so many benefits that you can’t wait to share them with everybody you see.


You Need To Fully Understand What It Is You Do That Is Both Wanted and Valued

My message to owners and CEOs of small businesses has been quite clear: You cannot create a business that is unique to every client. The key to any good marketing strategy is to market to the ideal client within your target market that wants and values what it is you do that is both remarkable and unique. ⠀


Focus On The Real Problems You Solve

If you're in the home service contractor or home service provider space, you think that the thing that you do - the kitchen remodeling, the bathroom renovation, unclogging the toilet, or fixing the wiring in the wall is the thing that you get hired to do. ⠀


How To Determine The Problems You Really Solve

That's the question I get most when explaining that client's don't really want what you sell, they want a problem that they value solved. It's a great question to answer because every small business owner and CEO that I meet wants to make the thing they sell as the problem they solve. So the way that I tell small businesses to determine the real problem they solve is to ask their existing clients.


The Small Business That Can Articulate The Problem Best, Wins

Let’s say you own a tree service business. Your potential customers will automatically assume that you know how to take down trees. But that doesn’t really address the problem the potential customer has.


Communicate Your Solutions In Simple Terms

There is a somewhat famous Albert Einstein quote that goes: “Make everything as simple as possible, but not simpler.” This 100% applies to how I view and approach marketing, and more specifically your marketing messages.


How To Uncover The Problems Other Small Businesses Aren't Willing To Say They Solve

This is my advice for the CEOs and business owners of small businesses thinking about differentiating from other players in your space. That might mean as a Plumbing Contractor you talk about how you arrive on time and clean up after the job ...


How to Create a Marketing Message That Attracts Clients

Every business has competitors. No business will ever be the only option available to a client or customer. So every brand has to do some work to differentiate themselves from the competition.


You've Got To Eliminate Your Expectation Messaging

🥱🥱🥱Most businesses focus on messaging like “great service”, "hiring knowledgeable staff", "fair pricing" or a “quality product.” 🥱🥱🥱 As I've mentioned before this is "expectation messaging", anyone who is paying for a service expects those things mentioned above.

The Messaging Mistake Most Small Businesses Make

🎁Most businesses focus on messaging like “great service”, "hiring knowledgeable staff", "fair pricing" or a “quality product.” 🎁 As I've mentioned before this is "expectation messaging", anyone who is paying for a service expects those things mentioned above.


The Secret To Developing a Powerful Positioning Message

Without question the most important marketing strategy you can use is positioning. Now out of all the marketing strategies this one can mean many things to many people but for the sake of this LinkedIn post what I mean is this:


Using Your Customer’s Exact Words is the Best Message to Convert Ideal Prospects into Paying Clients

That’s why the world’s best marketers always start with a diagnosis that includes listening and/or talking to your customers. People make most of their purchase decisions to either avoid pain or experience some gain. If you can tap into these emotions, you can grow your business.


Most Important Element of Any Radio or Advertising Campaign: The Message

We’re currently helping a client with constructing and executing a well-thought-out radio campaign.

While doing this I thought it would be helpful to share an indispensable element needed for the radio or any advertising medium: a strategy based message.


Why You Must Focus Your Message on Problems, Not Services

Your customers don’t know how to solve their problems, but they usually know what their problems are. So creating a list of problems you solve for clients should be very high on your strategic list. If you’re having trouble thinking about your client’s problems, think a bit about the things they tell you.


Messaging Is The Great Equalizer For Small Business Owners

Often when developing the marketing strategy for a client there comes a point after we’ve developed an ideal customer profile, we need to talk to them!


Create Your Messaging Around What Clients Want

Nobody wants the products, services, subscriptions, or solutions your business sells, they want their problems solved. Rather than spending time talking about your own years in business and what you do, it’s more important to connect with a potential client about the challenges they are facing.


How to Get the Attention of The Right People

You want to know what most people pay attention to ... solving their problems. People are bombarded with marketing, attention is scarce, and competition for hears and eyeballs is fierce. So, if you’re marketing without a strategy—with a key component of that strategy knowing the precise problems of your ideal customer—you’ve got a serious challenge.


Marketing Message Examples

Appliance Repair Marketing Example

Tree Service Company Marketing Message Example

Local Service Business Message Example


Contact Your Marketing Consultant at Indispensable Marketing

If you’re a small service based business that needs help with messaging for your business or your business’s online presence on Google and other search engines, at Indispensable Marketing we can help. We offer marketing strategy consulting, marketing audits, monthly marketing packages, consultations, exploratory calls or monthly local SEO services. Contact us for more information.

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
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