Did you know that honing your marketing message can help you improve your business strategy? 

For example, imagine you run a camping store. You’ve decided that the best way to market your products is to focus on their benefits rather than their features. More talk about adventure, less talk about tents.  

What now? Your business strategy changes. Instead of looking for lower-margin tents to stock, you start offering higher-margin tours. 

Honing your business strategy can help you hone your marketing strategy. But the reverse is also true.