From Just Tell Me More by Eric Gilboord - Get the complete book FREE in PDF.
Many small business owners/managers view the creative development of marketing materials as a burden to be avoided at all costs. Conversely, others look upon the task as a source of excitement and amusement. After all, everyone is constantly exposed to marketing materials on a daily basis. Since you know all about your business, how difficult can it be to make a brochure?
Neither attitude is in the best interests of your company. The preparation of your marketing tools is a serious and often frustrating experience. Many small businesses (and many larger ones) have been known to run around at the last minute, creating brochures and handouts for a trade show that will be starting the next day. Printers, who often bear the brunt of the pressure, usually ask for the delivery date when they first discuss a new job.
Perhaps your materials lack focus and the prospect is left wondering who you are and exactly what you do. After reviewing your brochure, he or she may have more questions than before. It may appear to the prospect that you merely offer the same services that your competitors do at an unjustified premium price.
Some companies develop their marketing materials over a period of time. These materials, which usually include a collection of ads, brochures, and a website that bear no resemblance to each other, send inconsistent messages about the company. In these instances, the business card, the sign outside the office, website, social media pages, posters, brochures, and other presentation materials all have different logos, looks, and even conflicting descriptions of the products or services offered.
Marketing materials should also include very clear and specific contact information. There are some wonderfully creative and exciting ads that present products or services you might need right now. However, if the company has neglected to include contact information, you can’t make a purchase because they didn’t tell you where or how to get in touch with them or a representative. Sounds crazy but this happens all the time.
Sometimes your advertisement may make sense to you but not to the reader. When someone is not living with your products or services on a daily basis like you are, they may not understand your industry’s language or may miss a selling feature that you have taken for granted.
For assistance with your Marketing Materials visit our Creative Portfolio