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As for the message, your research will help you create this in the language your target market would use. Even if they are experts, however, never use jargon. For example, if you specialise in the disposal of industrial waste, you might write 'We get rid of it safely and legally', rather than the more boring but correct 'We comply with all ISO xyz safety regulations'. If they ask for more details, then you can talk about the ISO xyz regulations.

You will also need to position yourself in the market. Are you grunge, cheap-and-cheerful, chic, haute couture, new wave, retro, olde worlde, or ultra modern?

Knowing where in the market you wish to position yourself will help you shape the impact you want to make. How will you make customers feel comfortable with you and your products? Ask yourself what will make them think: 'Ah! I've come to the right place'.

Things to consider include the look - both exterior and interior - of your premises, how your staff dress, how they greet people in person or on the phone, and your sales literature - from the appearance of your stationery to the look of any advertising. Pricing is part of your positioning and strategy.