In the short-term, it comes down to the basics:
1. What makes your product unique or different?
2. Who are your target audiences?
3. How can you solve their points of pain?

From there, you craft a story (aka marketing) that meets the needs of potential customers. You need to make it easy for people to recognize that you can meet their specific needs, and there are clear benefits.

Once you've gone through this exercise, it's a matter of applying it to different channels (e.g. Website, direct mail, email, advertising).

Mark