When it comes to marketing your business it is important to make a good first and lasting impression. Your marketing materials represent you, your business, what you do, and how well you do it. The list of “DON’Ts” for how to create and use your marketing materials is extensive, but to narrow the focus I have gathered 7 deadly sins of marketing materials that you need to avoid like the plague.
Out-dated… or no materials: If you don’t have any other marketing collateral you absolutely need to have a business card, and or a website—both create an easy entry into your business. Make it easy for your potential clients to get a hold of you! Your tools must have correct and updated contact details, phone number, e-mail, social media accounts etc.
Looking Cheap: There is a huge difference between creating something that is cost-effective and something that is cheap. Committing this deadly sin will automatically drop the level of professionalism in your marketing piece.
Poor Text: I encourage you to find a good proofreader to review all your materials. Your tone is also very important and needs to reflect your brand personality. Working with a professional writer to help you find “your voice, personality & style” is key.
Focusing of features instead of benefits: Concentrate more on the benefits of your product or service, reduce the emphasis on your educational background, team members and history, though this is an important part of your brand but it should captured nicely and not across all channels. How well does it (all the chest beating stuff) answer the burning question in your client’s mind?
Failing to grab the customer’s/prospect’s attention: People don’t want to be overloaded with information. Especially if the marketing piece is a brochure or flyer, only provide enough information so that your audience gets the basics of what you offer and how you can solve their problem. If you create some intrigue, your prospect will have other questions, giving you an opportunity to continue the conversation and answer their specific questions.
Inconsistency: Your business should have a clearly defined identity and style that appears on your business cards, stationery, brochures, website—indeed, all your marketing materials. Consistency sends the message that your business is stable and dependable.
Failing to present the professional image that your ideal client expects can kill the deal and could stop your business dead in it’s tracks.
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