Make Your Marketing Work Harder and Get More Customers for Every Marketing Dollar
Thursday, December 13, 2007A lot of marketing material today is nothing but flash and sizzle. That is, it makes an initial visual impression, but after that it does very little to bring the prospect closer to becoming a client or customer.
How many brochures, flyers, leaflets or business cards have you seen that do nothing more than just list products or services and give an address and telephone number, but leave you wondering about the company's quality and expertise or why you would even need the company's services?
Good marketing copy (the text or wording on a promotional device) helps the reader to relate to your product or service so that they understand why they need it. It should explain the benefits of your product or service and make it clear what your unique selling point, or USP, is in order to create a desire for it in the mind of your prospect. John E. Fike Copywriting Services provides this kind of effective marketing copy.
Brochures
A brochure is a condensed and concise representation of your product or service. It should do more than brag; it should also supply genuine information that is helpful to your prospect or client.
Identity Package
Presenting a unified image is important to building business. From brochures and stationary to mailing pieces, envelopes and business cards, you should be presenting a consistent image-not only in appearance and graphic design, but also in the message you convey. A consistent image and message helps people identify you and what your product or service is.
Annual Reports
This important marketing tool is profoundly underused. Many organizations view the annual report as a burden or chore and believe it gets read by very few people. But anyone who wants to know the strength of an organization turns to the annual report first. This makes the annual report a valuable tool for bringing on new partners, collaborators, investors, volunteers and more. The annual report is an opportunity to showcase the accomplishments and successes of an organization that may not be readily apparent in the financial figures. By adding articles or including financials as part of a corporate story, the numbers are given more relevance and serve to attract people to your organization.
Web Sites
Good web copy quickly lets the reader know whether they need your product or service and why they need it. It also directs them to the next step they need to take or the next piece of information that they need.
Slogan
Most business choose a slogan because it sounds nice or evokes a certain image or feeling. While a slogan should do both of these things, a slogan is more powerful and identifies you better when it reflects your unique selling point (USP).
Advertisements
Whether for TV, radio or newspapers and magazines, your advertisements should avoid hype and be more than just cute. Advertisements should relate benefits to customers and create desire for your product or service.
Multi-media & Presentations
Presentations that represent your business, whether in print, video or electronic media, such as a Microsoft Power Point presentation, should be scripted to keep people's interest and to create emotional buy-in.
Effective copy for all these marketing vehicles is available from John E. Fike Copywriting Services and our network of service providers. Call us for a free consultation on how to make your marketing more effective at generating leads and customers.
Labels: Advertising, Copywriting, Marketing
posted by John E Fike @ 3:33 PM,
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