business message

It’s easy to get stuck while developing good business messages because it’s not the easiest task.

Business messages can be created to introduce a brand new company, rebrand a business, or launch a new product, but it’s important to focus on the simplest way to avoid getting stuck on developing a message.

Most people these days, including consumers, are incredibly busy, and unless the business is one of the hottest brands at the moment, those buyers aren’t going to give much thought to the business itself, or its new products.

This means they won’t give much thought to the business message either. That’s why the most important thing a business message needs to focus on is making the consumers care, instead of thinking about which words are going to fit best.

The key in creating a strong business message is to ask who’s supposed to care about it. There are still going to be plenty of people that will care about the business message, such as the executive board and the CEO, as well as people that are already interested in the business.

However, most consumers likely won’t care about a business message unless that message makes them care. To do that, businesses should invoke a problem that consumers have, explain how the company’s products or services can help solve that problem, and detail how consumers will benefit from making a purchase.

All of those elements should be brought together in an elevator pitch of a couple of sentences at most, and which can be easily memorized.


Most marketers, marketing departments, and even PR professionals tend to shy away from negativity. However, for a company to exist in the first place, it has to be created in order to solve a problem.

Many great brands and corporations are great because they’re able to address discrete problems that consumers have, and the best brands become a synonym for the problems that they solve.

That’s why in order to make consumers actually care about the message and the company’s products or services, a strong business message should begin with the idea of what problem the company is able to solve for its consumers.


The next step is to focus on the simplest and most concise terms that will explain to the consumers all of the ways that a company’s products or services can solve their problem.

Since most consumers start out not caring about a company’s messages, it’s essential to make the problem and solution elements as simple as possible in order to make it easy to understand for the consumers.

Instead of focusing on technical terms, jargon, and abstractions, using simple terms and sentences is better, to avoid confusing buyers.


Finally, one of the reasons why companies should keep their messages short and concise is so they can also include the benefits that consumers will get by making a purchase from the business.

At the core, most consumers want to know what’s going to be in it for them when they make a purchase, and stating that outright is going to make consumers care a lot more, compared to simply hinting at the benefits.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.