You may be able to tell your best friend that they don’t look good in that outfit, but you may think twice about saying it to a stranger. Crafting the right message is crucial, however many marketers stop at a single message without considering how different audiences want to be spoken to. Ensuring that you’re using the proper voice tones as well as messaging that speaks directly to your different personas positions your business far above your other competitors. Knowing what your audience is looking for and understanding the pain points from the previous step you ensure that your message is always well received. That is unless your casting shade on that outfit your friend is wearing.