Four Ways to Hone Your Firm's Message

The next step is taking those adjectives and images and creates one- or two-sentence messages. You might have to write five to 10 descriptions before you find one that fits.

Once you've settled on a few messages, use an online survey service such as Survey Monkey or an online marketing service such as Constant Contact to test them out. See how the market responds before you decide which one to use.

Companies and consumers have become increasingly discerning in light of the weak economy, which has crimped spending. To compete for this smaller pool of clients, you must have a clear message that resonates with them.