7 Easy Steps toward effective marketing materials

- 2:11 pm - August 29th, 2013


7 Easy Steps toward effective marketing materials

August 29, 2013 at 2:11 PM

So many businesses cut corners when it comes their promotional materials and opt for cheap or homemade content and materials that will have adverse effects on how the business will be percieved by potential clients. I have outlined some key factors that will help a business not make this common mistake and help to leave a great impression on their target market.
 
1. Get to Know Your Target Market
Whatever your business may be it is important that you do some research, whether it requires some reading or asking some questions it is important to know who your target market is. These are your potential customers. There are many online resources such as surveys, eg survey monkey.com, that can help with finding out who your target market may be and their general spending or purchasing behaviour. It does not have to be precise either, just a general overview.
 
2. Have A Clear Message.
Once you have an idea of who you want to promote your business to then you have to define a clear message that you want to convey. Make it precise and to the point, with no ambiguity. There should be no mistake about what your message may be saying to your potential customers.
 
3. Keep it Simple
Whenever addressing your potential market with a sales pitch, a brochure or any other form of customer communication, remember who you are addressing. Think of it as a conversation and try to avoid industry jargon, which may be fine amongst those in your immediate working environment, but not to the general public. You do not want to confuse your customers with too many words or paragraphs of statistics. Keep the flow of the conversation simple and relatable.
 
4. Highlight the Benefits to your customers
The advertising materials need not be about your business and who you are, leave that for the “about us” area on your website. The material that the potential customer is reading needs to be able to engage their interest right away. The key benefits of what your product or service can do for the customer needs to the focal point of the reader and reinforced to them. They do not necessarily want to read about all the services you provide and a history of your business. 
 
5. Evoke Emotion and Trust
It is extremely helpful if the language and dynamics of the material evokes some sort of positive emotion for the reader. The idea is to gain the potential buyers trust without coming across as dramatic and overbearing. Appropriate language and imagery, photos etc, can evoke these kinds of emotive responses. If need be, look into talking to a professional copywriter to write effective copy for you.
 
6. Proof Reading
Check your copy and check again, and then get others to check it for you. There is nothing more annoying than seeing promotional material that is spoilt by bad grammar and spelling errors. The trust you are trying to build with your clients can potentially be lost on these mistakes alone. These things may seem insignificant to many people but for many it is a definite deal breaker so why take that risk.
 
7. Always Use Quality Products
It surprises me how many businesses make the mistake of using substandard promotional materials. People in business need to invest just as much time and resources, if not more, into their marketing materials as everything else they deem important. Marketing materials such as business cards can be seen as last minute or secondary to everything else. Your marketing materials are often the face and first impression of the business and you only get one chance to make a first impression in business. Making a great impression in business is imperative. Something like a business card, for example, is often the first thing another business or potential client might be presented with. Handing them a flimsy, substandard, business card, that looks like it was produced on a home inkjet printer or photocopier, does not inspire confidence in the buyer. You may not get a particular business from your business card, but you will definitely lose one. The same goes with brochures, flyers, mailouts and all other printed marketing material. 
 


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