Making New Messaging is something I've been doing more of lately. I always try to review our messaging throughout a brand revamp. These key statements ought to be persuasive and highlight our distinct position in the industry, in my opinion. Our target audience should be reached on both an emotional and an intellectual level by them. I address fundamental facts in my marketing. When I try to sell a widget, I usually try to explain how our widget resolves a specific issue. In addition, I explain how doing so improves, easier, or makes our customers' lives more satisfying. That's the part that is emotional. In the end, all I really want is an emotional connection with my customers.