How to stand out and fix your marketing
Published: 25 March 2026
A business coaching session delivered as part of the West Midlands Business Festival revealed that even the most passionate entrepreneurs struggle to explain what they do, and offered a simple, stripped back approach to communicating your business.
It’s a frustration that Patrick Tarpey from Magnitude Coaching hears time and time again from small business owners across the West Midlands: you know your business inside out, you're brilliant at what you do, so why is it so hard to show it to potential customers?
When you're deeply embedded in your business, it’s challenging to see it through a fresh pair of eyes. The skills that make you great at what you do don’t always translate when you need to communicate.
At a recent workshop, Magnitude Coaching offered some top tips to stand out and fix your marketing by concentrating on three key elements: Market, Message and Media.
Step one: Market
First, think about who you are serving. Imagine your customers as real people with names, not just abstract demographics.
Step two: Message
This human approach extends to the message itself. It's not about listing your key features or services. Instead, ask yourself what the customer needs to understand so that they recognise themselves in what you're saying?
Your message should help the right person think "this is for me".
Step three: Media
Step three connects the point between how you choose to show up, and how your audience listens. Showing up everywhere doesn’t necessarily result in being recognised.
Pick one place where people will see your messages and do it really well.
“Please make me feel special”
At the heart of a good communication strategy should be the customer and how you make them feel.
Imagine every customer you interact with has a note on their head with the letters P.M.M.F.S: Please Make Me Feel Special.
What can you do to make every customer interaction feel special? People who feel genuinely valued tend to stick around, spend more, forgive the odd wobble, and tell their friends, not because you asked them to, but because they want to.
Take action
Once you have Identified your Market, Message and Media, commit to key actions you’ll take over the next 30 days to improve your business messaging.
Make them small, specific and simple enough to do to show up for your customers.
