So much of getting into potential customers’ evoked set* is repetition. Yet, so many marketing efforts are one-and-dones: put out an ad, send an email, post once on social media, etc. But what are the chances that your target audience will see that ad, read that email, or view that post when you want them to?

Messaging is a critical part of getting the attention of your target audience, so do it right. In this blog, we discuss the top 6 mistakes I see people make when creating them and how you can avoid making them yourself. Hint: Talk to your customers!