Five steps you can take to make your marketing literature more effective
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Just how effective are the leaflets, brochures and flyers you use to promote your business with?
Not very according to the twenty or so business owners I shared my breakfast with this morning. Although 80% of these business owners said that they had marketing collateral, not a single one believed that their literature brought them in any business. That's a sorry state of affairs!
You simply cannot afford to waste money on marketing literature that doesn't work. Neither can you afford to be without this literature. So where does that leave you?
You'll find below five simple steps that you can take to make your marketing literature more effective: whether you're creating leaflets, flyers, brochures or a website for your business, the same rules will apply. I hope you find them useful!
1. Start with a plan: what do you want to get out of your marketing literature? What do you want people to know, think and do?
2. Find an angle. Why are your products and services essential to people during this recession? Think about how you'll communicate this.
3. Write powerfully. One of the most underestimated marketing tools. Write about what your potential customers need to know, not what you want to tell them (the two are often very different!). Keep your angle in mind and think about answering all their questions to get the response you need – whether that's a sale, an enquiry or a booking.
4. Use graphic design to attract attention, engage your target audience and communicate your professionalism. Home-made designs won't do your business justice, they'll make people worry that your business isn't doing very well, and that doesn't often bring more business in. Success breeds success!
5. Deliver with impact. Write a covering letter if it's a printed item to be mailed, personalise it, repeat the mailing and integrate your marketing with other activities to gain a much, much better response.
Do let me know how you get on! If you'd like more help with this why not work with us one to one? Call us on 01483 401 818 to find out more.
