Should You Promote on Your Services, Capabilities, or Markets in Your Marketing?
When small business owners start developing their marketing materials, one of the first questions they ask is: Should I promote my services, my capabilities, or the markets I serve? It seems simple, but the answer can be a little tricky—especially when you’re just getting started and trying to bring in new business.
It Depends on Your Business
A lot of this comes down to your messaging and what will resonate most with your ideal customers. Let’s break it down with a couple of examples.
Example 1: A Contract Manufacturer
If you’re a contract manufacturer making molded parts, your capabilities and services are critical selling points. But so are the markets you serve. For instance, if you specialize in medical components that distinction matters to potential clients. Your certifications (like ISO standards) and unique manufacturing processes might be more relevant to certain industries. If you only promote your capabilities and services you might attract companies from aerospace or industrial. So in this case, you’ll want to highlight your capabilities, services and the industries to attract the right customers.
Example 2: A Massage Business
On the other hand, if you run a massage therapy business, your focus might be different. You may welcome all types of clients, so your services (e.g., deep tissue massage, prenatal massage, sports massage) and expertise might take center stage. However, if you want to build a base of recurring clients rather than one-time visitors, then understanding and targeting a specific market (e.g., athletes, busy professionals, or those seeking stress relief) could be valuable. This is where customer traits and behaviors become just as important as the services you offer—but that’s a topic for another blog!
Example 3: A Coffee Shop
If you own a coffee shop, your product—the coffee itself—is a major factor in your marketing. You might promote the quality of your beans, unique brewing methods, or specialty drinks. However, your market also plays a role. Are you catering to busy professionals who need a quick grab-and-go option, or are you creating a cozy environment where people can relax and work? Your branding, pricing, and even the ambiance of your shop should align with the type of customer you want to attract. In this case, both the product and the market you serve are key components of your messaging.
Just Get Something Out There
If you’re still figuring this out, don’t overthink it. Getting something out there to promote your business is always better than waiting for perfection.
Start by putting together basic marketing materials—whether that’s a website, a brochure, or a simple one-page overview of what you do. Then, pay attention to the feedback you get. What questions do potential customers ask when they call? What do people need clarified when they visit your website? These insights will help you refine your messaging over time.
Be sure to check out my article on unlocking your brand’s potential to help create a strong, recognizable brand.
Marketing is an evolving process. You don’t have to get it perfect on the first try—just start, listen, and adjust as you go. Your customers will help guide you to what’s most important!
Other articles to help with your messaging development: