Set Your Marketing Communications Apart from the Crowd
Pardon my French, but I see too many brochures, newsletters, and other collateral out there that are half-ass (my translation: ugly due to lack of skill and/or effort). Either the images are low quality, the layout is a mess, the paper sucks, or the text is abysmal, but something (or everything) isn't quite right.
Pick a trade show, walk the hall, and pay careful attention to the literature. Sure, you will find a few exceptions, but I'll bet you also dredge up marketing pieces that are only round-file worthy.
To those who would respond, "A CD will solve that problem," you are missing the point. I don't care what the format is, your communications need to be worth taking up valuable real estate in my info-crammed brain.
Cut the fluff, and get your product or service benefits across in a compelling fashion. Make me want to buy - I dare you. Ugly brochures, CDs, and web sites make me want to run. They certainly don't help your business look good.
Alright, by now you get the point. If your marketing communications are trash, fix the problem. You can hobble along with your current stuff, but either use in-house talent that can develop a professional image/message or hire someone who can get the job done right. Give your sales and marketing people the resources that they need to succeed.
Set yourself apart from the also-rans (and there are many). I'm confident that the "pack" will continue to scrimp and save, so the opportunity to rise above it is there for the taking.
Here are just a few of the things that are on my mind whether I'm consulting or speaking about the art marketing communications. Remember, it's all about doing what you can to differentiate your products or services:
1. If you hire someone to help with your marketing communications, stay on as a team member. Your input will elevate a web site or newsletter from good to great. After all, you know your business better than anyone else.
2. Hire a professional photographer, but look at samples of his work first. Quality imagery is very important. If a picture is worth a thousand words, then it had better look good.
3. Many people love testimonials; sometimes I do, sometimes I don't. Use testimonials only if you are sure that it won't irritate the customers that you don't feature. Remember, your customers may be competitors. Feature one and not the other at your own risk.
4. Mix it up. Give your audience photos, charts, tables, and text that is, as long has it makes sense. I like variety, but don't cram every page with margin-to-margin info. White space is good too!
5. For Pete's sake, print your literature on heavy-enough stock that it's not flimsy and cheap feeling. The brochure is also more likely to take the pounding prospects (not to mention the mail) will undoubtedly unleash on it. Consult your consultant or printer to find the look, feel, and weight that fits your needs.
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