It is important for organizations to get grounded in a strong marketing strategy. Marketing messages are the main points of information that an organization wants its audience to hear, understand, and remember. These messages also serve as the foundation of an organization’s branding and its outreach initiatives

Most good products and services are meant to address a set of problems and then solve them. A problem can be either a logical one (lower sales and profits, unhappy employees) or an emotional one (struggle, hassle, insecure, worried). An effective marketing message of an organization has to clearly convey the set of problems that its products solve. It has to be communicated as a compelling story.

In most cases, organizations also have multiple target markets: geographic, industry, functional, demographic, and psychographic (similar values and hobbies). However, in order to stay ahead of competition, it is also important to identify a good target market that is easy to reach, has a problem that can be solved, and a reasonable base that sees value in the offered solution. The organization has to effectively communicate the USPs of its products w.r.t its competitors.

Many organizations while creating such a marketing communication, struggle to make it an impactful one. This significantly impacts the organization's competitive advantage, sales prospects, revenue and growth.