Deb DuBois advises growing companies to write key messages that get to the heart of what the company does—the pain the company is trying to alleviate, or the need the company is trying to fill.

DuBois is the marketing director at Winthrop & Weinstine law firm, the long-time Upsize Growth Challenge presenting sponsor, and she consistently counsels participants in the effort to hone their pitch.

So, a company that provides residential restoration services should create messages around this key concept: “You are dedicated to restoring people’s sanity and comfort when their homes are destroyed by a storm.”

A company that provides electrical services should market itself this way: “Providing expert advice and services to keep the power running in every resident’s life.”

And this year’s Upsize Growth Challenge winners might respectively write their messages like this. For Cheryl Alexander & Associates: “Empowering a new generation of leaders to inspire large teams to effect meaningful change.”

And for AutoData Systems: “Helping companies keep in close touch with their customers and learn their true hopes and dreams.”  I’m paraphrasing, but the point is this: your company is not about what services or products you provide; rather, it’s about the emotional connection you have with customers, to fill their desires.

Once those key messages are crafted, DuBois advises, each company can use a variety of methods to connect with customers. Her counsel, to connect, is a true boon to any business owner with a desire to grow.