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My company is working with several clients who are at that
stage of their business planning process where we're
analyzing their marketing strategies. An obvious component of this step is revising or developing marketing materials
that convey the "right" message, to the "right" target market,
to get the "right" results. Getting it "right" with the
marketing materials can propell a company's business
strategies forward with greater success. Getting it "wrong" can create confusion, misinformation, and lost opportunities.
Here are a couple of quick and dirty pointers to help you
Get it "Right":
- Be very clear in identifying the target recipients
of your various marketing materials (i.e., business
cards, brochures, marketing packets, websites, etc.).
Identifying clearly, how your recipients like to receive
information, what information they want to have, and how
they want to see it presented, will drive your overall design.
If your materials are not presented in a way that's easy
and logical for them, they may well disregard your materials
(and your company) from further consideration because your
company didn't appear to be the "right" fit for them.
- Express solutions to their problems.
Everyone has problems. Every organization has problems.
What we all need are solutions and help. Studies have
shown that the close rate on sales increase when you make
emotional connections with your prospects. An obvious way
to connect with your potential customers is to let them
know you can help. You'll really connect if you can show them
how you'll help to make their problems go away. Share examples
of your work and how you've helped others make their problems go away. Show them your company will focus on helping them
get the "right" solutions.
- Design your materials to be "Them" focused and not "You" focused.
Your prospective customers review your materials to identify
what you can do for them. So instead of creating pieces that
tout your high-quality standards, professionalism, and expertise,
identify the ways they'll benefit by working with you. Express
not only the solutions you can provide, but also identify specific
cost-savings, efficiency improvements, reductions in labor hours, or
increased sales they will experience by working with your company.
Providing high-quality products and services is a given, so
don't waste space and time touting that. Let them know your
focus will be "right" where it needs to be - on them.
Don't run the risk of confusing a prospect or losing a potential
sale. Ensure your marketing materials convey the right message.
Get it "Right."
Copyright 2004 - Liz Weber of Weber Business Services, LLC.
Liz consults, speaks, and trains on Strategic Planning,
Business Infrastructure and Leadership Development.
Additional articles can be found at
http://www.wbsllc.com/leadership.shtml
Liz can be reached at liz@wbsllc.com or(717)597-8890
Permission to reprint this article is granted as long as you use the complete attribution above - including live website link and e-mail address - and you send me an email at liz@wbsllc.com to let me know where the article will be published.
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