What is Marketing? Flight School Perspective

Tayde Aburto

November 1, 2023

5 MIN READ

Customers only buy products when they read or hear words that help them understand why those products are valuable to them. Remember, your customers are heroes looking to solve a problem. Once you clarify your message, your revenue will go up.

Creating a groundbreaking product is a monumental feat. Still, often, the true challenge for business leaders lies in the realm of communication—specifically, how to articulate the value of their product in a way that resonates with the consumer. Creating a compelling marketing message is pivotal; without it, even the most innovative products can languish unseen and unsold, gathering dust on virtual or physical shelves.

Why is Crafting a Clear Marketing Message So Difficult?

Understanding the intrinsic value of your product doesn’t automatically endow you with the skills to communicate that value. Business leaders and creators are often so entrenched in the features and functionalities of their products that they overlook what truly matters to the customer—the benefits. Moreover, with a deep understanding of their product, they may assume that their audience has the same level of comprehension or needs detailed technical explanations, which can lead to complex, feature-focused messaging that fails to engage the average customer.

The key to avoiding this pitfall is to distill your product’s features into benefits that solve real customer problems. This isn’t just about listing what your product can do; it’s about painting a picture of how it can make the customer’s life better, easier, or more enjoyable.

Here’s how to refine your marketing message to ensure that your product not only gets noticed but also becomes a must-have for your target audience.

  1. Understand Your Audience Deeply

Before you can talk to your audience, you must listen to them. Understand their desires, pain points, and the language they use to describe their problems. This information is gold when it comes to crafting your message. Engage with them through surveys, social media, and direct conversations. Use this data to create buyer personas that will guide your marketing strategy.

  1. Identify the Core Problem Your Product Solves

Every successful product addresses a specific problem. Your marketing message should clearly state what this problem is and position your product as the solution. Remember, customers don’t buy products; they buy better versions of themselves. So, what does the better version of your customer look like with your product in hand?

  1. Highlight the Benefits, Not Just the Features

A common mistake is to emphasize the features of your product—the nuts and bolts of what it does. While these are important, they are only a means to an end. The end—or benefit—is what the customer truly cares about. Does your software save them time? Does your gadget make them feel more secure? Turn features into benefits and make these the crux of your message.

  1. Simplify Your Language

Once you know what to say, consider how to say it. Avoid industry jargon and complex language that might alienate your audience. Your message should be understandable to a layperson. A good rule of thumb is to explain your product as you would to a friend who has no background in your industry.

  1. Create a Compelling Narrative

Storytelling is a powerful tool in marketing. Weave your product’s benefits into a narrative that your customers can see themselves in. A good story evokes emotion and can transform a mundane product into a beacon of hope or a catalyst for change.

  1. Test and Refine Your Message

Refrain from assuming you’ll get your message right on the first try. Test different versions of your message across various channels and measure the response. Use A/B testing on your website, social media ads, and email marketing campaigns. Collect data on what resonates with your audience and refine your message accordingly.

  1. Be Consistent Across All Channels

Consistency is key in marketing. Once you have a message that works, ensure that it’s communicated consistently across all channels—your website, social media, packaging, and advertising. This builds brand recognition and reinforces your value proposition with every interaction.

  1. Use Social Proof to Reinforce Your Message

The actions and approvals of others influence people. Including customer testimonials, case studies, and reviews in your marketing can enhance your message’s credibility. This social proof should align with the core benefits you’re promoting.

  1. Develop a Unique Value Proposition (UVP)

Your UVP is a clear statement that describes the benefit of your offer, how you solve your customer’s needs, and what distinguishes you from the competition. This should be prominent in your messaging and encapsulate the essence of what makes your product unique.

  1. Embrace Visuals and Multimedia

Sometimes, a picture—or a video—really is worth a thousand words. Visuals can often convey what words cannot, particularly when it comes to demonstrating a product in action. Ensure your visuals align with your message and show your product’s benefits clearly.

  1. Educate Your Audience

Sometimes, your customers may need to realize they have a problem that needs solving. Educate them not only about the problem but also why your product is the best solution. Content marketing can be a valuable strategy here, offering informative content that naturally leads to your product.

  1. Make It Memorable

In the ocean of marketing messages that bombard consumers every day, you need to make yours memorable. Use catchy taglines, striking visuals, and repetition to ensure your message sticks in your audience’s mind.

Applying These Strategies: A Case Study

Let’s consider a fictional company, ClearView Analytics, which has developed an advanced analytics software platform. ClearView’s team knows that their product can provide invaluable insights to businesses, but they need help to convey this effectively.

They implement the strategies outlined above by first conducting customer interviews and realizing that their clients are less interested in the technical aspects of their software than they are in understanding their own customers better. With this insight, ClearView refocuses their marketing message on the benefit: “Gain deep customer insights with ClearView Analytics to drive targeted strategies and boost your revenue.”

ClearView simplifies their language, avoiding industry jargon like “big data” and “predictive modeling” instead opting for more relatable terms like “understand your customers” and “make smarter decisions.” They create a series of customer success stories, showing how their software has transformed other businesses. These narratives are shared across their marketing channels, from their website to social media, ensuring a consistent and compelling message.

They also incorporate powerful visuals and interactive demos that allow potential customers to see the software’s benefits in real-time. ClearView’s new tagline, “Your customers, crystal clear,” becomes the memorable hook in all their advertising.

Over time, ClearView sees a marked improvement in customer engagement and sales. By effectively communicating the value of their product in a way that resonates with their target audience, they turn their innovative software into a sought-after solution.

Clarifying your marketing message is not about dumbing down your product’s complexities; it’s about elevating its value in the eyes of your customers. It’s a nuanced art that requires understanding, creativity, and ongoing refinement. By following the steps laid out above, you can transform your marketing message from a stumbling block into a stepping stone, leading to increased visibility, engagement, and sales for your product. Remember, the goal is not just to inform but to connect and inspire your customers to act, making your product not just something they want but something they feel they need. Join Small Business Flight School to help you grow your business.

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Tayde Aburto

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    Your biggest breakthroughs?  Never planned. 

Always random. 

Think about it: 

- That business idea? On a plane 
- That solution? Working out
- That insight? Cooking dinner
- That 6-fig deal? Playing golf

It’s like success lives in the cracks of your schedule. 

Not when you’re forcing it. 

Not when you’re pushing. 

Not when you’re trying too hard. 

But when you let go. 

When you relax. 

When you trust the process. 

So maybe instead of grinding 24/7, try doing nothing on purpose sometimes. 

That’s where the magic hides. 

#businesscoach #success #business #money #businessconsultant #marketingcoach #forwellness
    We doubt ourselves 
We second-guess ourselves 
We play small because we think small 

Meanwhile... 

The loudest people are winning. 
The mediocre are thriving. 
The unqualified are teaching. 
The selfish business leaders are leading. 

Not because they’re better. 

But because they’re bolder. 

So let’s flip the script: 

Instead of “Who am I to do this?” Ask “Who am I NOT to?” 

Instead of “What if I fail?” 

Ask “What if I succeed?” 

Instead of “I don’t know enough” 

Remember, nobody starts knowing everything. 

P.S.  DOUBT KILLS MORE DREAMS THAN FAILURE EVER WILL.

Let that sink in.

Have a nice weekend! 

#doubt #business #mindset
    In 12 months, you’ll wish you started today. 

Or In 12 months, you’ll be glad you did. 

Only one of those feels good. You choose which. 

P.S. What’s the one thing you’ve been overthinking? Type it below. 

Let’s break the pattern together. #smallbusiness #business #businessowner #businessmindset
    A Powerful Return to Community and Connection @exatec.tjsd 

Last night, the EXATEC Tijuana–San Diego Association hosted its first post-COVID networking event—and it was long overdue!

A heartfelt thank you to the 100 EXATECs who registered and an extra special thanks to the 82 who showed up to make the evening unforgettable. Your presence and energy are what make this community so special.

The event was a true success thanks to the incredible hospitality of @casasur_hacienda in Chula Vista, the delicious catering by @decabeza_el_unico Tacos, and the unique cacao-tasting experience provided by @xocolatlhouse. 

Our local EXATEC community is made up of professionals who work at some of the most influential companies in the San Diego–Tijuana region and entrepreneurs leading thriving businesses in industries such as:

- Aviation & Aerospace
- Engineering Services
- Financial Services
- Transportation & Logistics
- Technology & IT Consulting
- Manufacturing 
- Real Estate—and more.

Each EXATEC holds a Bachelor’s, Master’s, or Ph.D. from Tecnológico de Monterrey, one of the most prestigious universities in Latin America.

As a new executive board member, I’m committed to strengthening our network of over 4,000 EXATECs in the region. One of our top priorities is reconnecting and growing this vibrant community over the next few years.

Stay tuned for future events, and if you’re interested in becoming an “Amigo TEC,” send me a message! We’d love to share upcoming opportunities to connect, collaborate, and support the EXATEC mission in our region.

#EXATEC #Networking #CommunityLeadership #SanDiego #Tijuana #TecDeMonterrey
    Next time you’re in downtown Houston, take a moment to look up and around. Each mural has a story to tell. The “Big Art. Bigger Change” initiative is awesome. Congrats @houston! Great job. 

#HoustonStreetArt #BigArtBiggerChange #PublicArt #HoustonMurals #UrbanCanvas #ArtForChange #HTown #Houston #Texas
    Most people hope to leave something behind.

But hope isn’t a strategy.

Legacy doesn’t happen by accident. It happens by design.

Start building your legacy—one decision at a time.

Thank you, @lionsgaterealty, @bettercallnate, @realpresidente, for the special invitation to your pod. I enjoyed our conversation. Keep doing the great work you are doing in the Houston metropolitan area. 

#LegacyBusiness #GenerationalWealth #BusinessWithPurpose #Entrepreneurship #buildtolast #houston #texas #realestatebroker #realestate #realtors
    Let’s Open the Door to a Life-Changing Opportunity

As the new President of the EXATEC Tijuana–San Diego Association, I’m asking you to join something bigger than all of us.

We’ve launched an ambitious yet deeply personal mission: raise $275,000 to establish a perpetual scholarship fund. This fund will comprehensively cover the education of high-potential students from our region and beyond so they can attend Tecnológico de Monterrey—one of the most respected universities in Latin America.

Link in BIO: https://tec.rs/EXATECTijuana-SanDiego-LDM-US

Why does this matter?

Because someone’s future is waiting, there’s a young person with the talent, drive, and heart to lead—but without the resources to get there. Together, we can change that.

This isn’t just about a scholarship. It’s about breaking cycles, uplifting families, and building the kind of future we all want to see. It’s about what happens when a community of leaders decides to pay it forward.

Here’s how you can help:

Every dollar you give is an investment in human potential. The best part? Your donation is tax-deductible. That means you can make a meaningful impact and receive a financial benefit, too.

Your generosity will directly fund education that empowers one student and every life they’ll touch in the years to come.

Let’s make history together. Let’s become the alumni network known not just for where we studied—but for who we lifted along the way.

Donate today. Create a legacy. Transform a life. #exatec #tecdemonterrey #exatectjsd #education #educationfund #scholarship #itesm
    What @kendricklamar’s Epic Concert Taught Me About Business Strategy

Kendrick Lamar didn’t just win the rap battle—he won the attention war. And last night, I saw it firsthand.

I took my family to his concert—and it was flawless.

From @sza to @justinbieber showing up as surprise guest, to the lighting, transitions, sound, timing—every detail was dialed in. Here’s what hit me:

This wasn’t just a concert. It was a masterclass in systems, execution, and brand power.

Kendrick’s recent beef with Drake may have grabbed headlines, but what sustained the momentum was something far more strategic:
A well-run operation behind the curtain.

As business owners, we can learn a lot from this:

1. Be Clear About Who You Are

Kendrick didn’t try to appeal to everyone. He made a bold statement and stuck with it.

2. Challenge the Norm

He called out the industry, made people uncomfortable—and gained global attention.
Don’t be afraid to say what others won’t. It builds trust with the right customers.

3. Build a Scalable System

That concert? It wasn’t “vibes”—it was process.
Processes create freedom. When your operations run smoothly, you can focus on impact.

4. Create Moments, Not Just Marketing

Kendrick’s team turned a concert into an experience people will never forget.

How can you turn a sale, an email, or a service into something memorable?

5. Stack Momentum

He didn’t stop after one diss track. He kept going—with strategy, story, and precision.

In business, consistency wins. Stay present. Keep publishing. Keep showing up. Bottom line:

Great marketing may get you noticed—but great systems keep you relevant.

Witnessing Kendrick’s performance with my family reminded me that when art meets structure, the results are unforgettable.

Make your business unforgettable.

#KendrickLamar #BusinessLessons #EntrepreneurMindset #BusinessOwnerLife #MarketingStrategy #BuildYourBrand #BusinessInspiration #SystemsAndProcesses #LeadershipLessons #BusinessGrowthTips #CustomerExperienceMatters #PersonalDevelopment #BusinessWithPurpose #EntrepreneurJourney #LiveWithIntention #SmartMarketingMoves #FamilyAndBusiness #PerformanceDriven
    A heartfelt thank you to all the incredible volunteers of the Rady Children’s Poway Unit @rcha_poway for hosting such a beautiful and impactful gala in support of Rady Children’s Hospital.

Your dedication, compassion, and countless hours of hard work are making a real difference for the children and families who need it most. From the elegant details to the powerful mission behind it all, your efforts were inspiring.

The Poway Unit continues to be a shining example of community, service, and love — from gathering essentials for emergency families to preparing meals with care and kindness.

Thank you for turning your time and talents into hope and healing.

#Gratitude #RadyChildrensHospital #PowayUnit #TabletopsAndTea #CommunityLove #ThankYouVolunteers #MakingADifference #StrongerTogether
    Huge thanks to @samueladamsbeer and The Boston Beer Company for shipping this special delivery of the limited-edition Derrick White Ale all the way to San Diego! As a die-hard @celtics fan and a true beer aficionado, I couldn’t be more excited to crack one open.

This witbier with coriander, orange peel, rose hips, and tamarind is a tribute to bold flavor—and to one of the boldest athletes in the game, @dwhite921.

Cheers to the best basketball team in the world, the Celtics, and to one of the best beer brands in America. Let’s raise a glass to greatness—on the court and in the brewery!

#DerrickWhiteAle #Celtics #BeerLovers #Witbier #BostonPride #SamuelAdams #DWhite #CelticsNation #CraftBeerLife
    Look: 

In this grand game of life, we’re all stumbling forward in the dark. 

Sometimes we trip on a rock. 

Sometimes we fall into a pothole. 

But here’s the magic: 

Every time you pick yourself up, you’re a bit further along. 

Every misstep is a lesson. 

Every failure is a teacher. 

Imagine if you viewed each stumble as a victory dance. 

A dance that says, “I dared greatly. I lived fully. I learned massively.” 

So let’s embrace the journey, rocks and potholes included. 

Because the destination is just a mirage; the real treasure is the dance itself. 

P.S. What “victory dance” did you do recently? #InspirationDaily
#MindsetMatters
#LifeQuotes
#Resilience
#PersonalGrowth
#ProgressOverPerfection
#SuccessMindset
#EmbraceTheProcess
#JourneyNotDestination
    Success hits a moving target — and that’s the point.

You’re not meant to stay where you are.

Dream bigger. Move faster.

Stretch beyond what you thought was possible.
Every step forward brings you closer to the life you deserve.

Keep moving. Success is chasing you.

#StayHungry #LevelUp #SuccessIsAMovingTarget #success #GrowthMindset
    At @exatec , we believe in the power of connection, dreams, and building a legacy of pride and excellence — wherever we go.

We take on the responsibility of being ambassadors of the values and vision of Tecnológico de Monterrey, promoting continuous growth, innovation, entrepreneurship, and community spirit.

Today, more than ever, we look to the future with the firm conviction to transform lives, empower EXATEC talent, and strengthen the Tec’s name around the world — one connection, one action, one story at a time.

Let’s keep building the future, together.
#EXATEC #ProudlyEXATEC #LegadoEXATEC #OrgulloTec
    Soy EXATEC. Pertenezco a una comunidad que impulsa acciones para transformar realidades, fortalecer comunidades y generar un impacto positivo en el mundo. Invito a EXATECs en la región de Tijuana - San Diego a que se unan a la agrupación. Visiten EXATECTIJUANASANDIEGO.COM y se registran para que estén al tanto de las actividades que se estarán desarrollando. #EXATEC #Tijuana #SanDiego #Mexicali #Rosarito #Ensenada #ITESM #tecdemonterrey
    Time is your most valuable business asset.
Not money. Not followers. Not connections.

Time.
And it’s non-renewable.

Think of every hour as a $100 bill.
Would you still “spend” it the same way?
Would you give it away to distractions?
Or would you invest it in growth, strategy, and results?

You don’t need more time.
You need to treat your time like it’s capital.

The ROI is in how you use it.
Make the next hour count.

#TimeIsCapital #BusinessDiscipline #EntrepreneurMindset #HighROIHabits #FoundersFocus
    Tonight, I had the honor of attending the Peacemaker Awards, hosted by the National Conflict Resolution Center (@ncrconline) -an organization that understands one truth:

When people communicate well, communities thrive.

Conflict is inevitable at home, at work, in schools, and across neighborhoods. But when we use the right tools and conversations to uncover common ground, something incredible happens: People come together, problems get solved, and peace becomes possible.

That’s what NCRC is all about—training people to turn tension into trust and division into connection.

I’m especially grateful to the San Diego Foundation @sandiegofoundation and Board Member Rafael Castellanos @rafaelcastellanossd for inviting me to this important evening. Your leadership helps build bridges where others see walls.

Let’s keep working to create a world where more conversations end in understanding.

#PeacemakerAwards #NCRC #StoryOfPeace #CommunicationMatters #LiveOnMission #SanDiegoFoundation #Gratitude #BetterTogether
    1️⃣ Lead with Humility. Your team, your clients, your market—none of them owe you anything. Stay grounded. Gratitude keeps your ego in check and your culture strong.

2️⃣ Build on Character. No cutting corners. No excuses. Integrity becomes your brand. Take the high road—it attracts better clients, better partners, and long-term success.

3️⃣ Double Down on Discipline. Scaling isn’t about hustle—it’s about consistency. Routines, systems, and habits compound. That’s where real freedom and profit live.

🚫 Real talk: There are no reliable “shortcuts.” But these 3? They’re your unfair advantage.

💬 Which one are you mastering right now in your scaling journey?

#ScalingBusiness #BusinessLeadership #GrowthStage #BusinessOwnerLife #BuildToSell #ProfitWithPurpose #SystemsOverChaos #profit #business #smallbusinesstips #businessowner #businesswoman #businessman #businessmotivation
    Most people are waiting.
Waiting for the right time.
Waiting for someone to notice their talent.
Waiting for permission.

But winners don’t wait.
They decide.
They take action with clarity, even when the outcome isn’t guaranteed.

If you want to grow your business, land your next big client, or take your life to the next level—it starts with this simple truth:
No one is coming to rescue you.
The opportunity you’re looking for is already inside of you. You just have to act.

So, what opportunity are you going to create today? Share it in the comments, declare it, and take the first step.

#WinningMindset #BusinessGrowth #SuccessStartsHere #EntrepreneurMindset #LeadershipDevelopment #CreateOpportunities #MindsetShift #SmallBusinessTips #TakeAction #HighPerformanceHabits #Don’tWaitCreate
    Imagine stepping into the ring like Conor. 

His secret? 

A mindset that’s razor-sharp. 

When you face a challenge: 

1. Visualize Success. Conor sees the knockout before it happens. 
2. Embrace the Pressure. He thrives when all eyes are on him. 
3. Learn from Defeat. Each loss sharpens his strategy. 
4. Show Unshakeable Confidence. He believes in his ability, no matter what. 
5. Adapt. His game plan constantly evolves with every fight. 

Above all, Conor’s mindset isn’t just for fighting. It’s for life’s battles. 

So, next time you face a “fight”: 

→ Visualize success 
→ Embrace the pressure 
→ Learn from defeat 
→ Show unshakeable confidence 
→ Adapt, always 

It’s time to step into YOUR ring and own the fight.

 #ConorMindset #MentalToughness #RiseAndGrind #MindOverMatter #VisualizeSuccess

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    We doubt ourselves
    We second-guess ourselves
    We play small because we think small

    Meanwhile...

    The loudest people are winning.
    The mediocre are thriving.
    The unqualified are teaching.
    The selfish business leaders are leading.

    Not because they're better.

    But…

    Load More

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