Is your business both product and service?

If your business involves both a product (a kitchen countertop, for example) and a service (professional installation of that countertop) then your marketing message needs to address both parts, right?

Step one is to help the customer fall in love with your product.  A company that sells Corian countertops needs to get customers attached-to the unique aspects of Corian (i.e., available in a broad range of colors) and sell against any perceived weaknesses (i.e, not as elegant as granite.)

Step two is to sell your service.  In this case, we first make sure the customer understands installation is a specialized craft requiring a high level of expertise.  Now that they know experience matters we present our credentials: years of experience, training, testimonials from previous clients, etc.

Blend the two messages together in the countertop company example and you might get a website like Signature Surfaces Inc.  With a dual-message of promoting the product and the expertise required to install that product, we've presented ourselves with clarity and confidence.