Planning new marketing material? – keep these 3 questions in mind!

So you need a new brochure or website… Many businesses just go to a designer and get it done.

I would advise you to stop and plan your new material before you call your designer.

Here are three questions to keep in mind:

1. Who am I trying to attract? Be as specific as you can when describing your target market(s) and ensure your marketing material (ie website, brochure etc) appeals to this market. The more you can appeal to them through imagery, wording (what ‘problems’ are you solving for them), the more they are likely to take notice of your material.

2. What information are my customers looking for? Ensure all relevant information can be found on your promotional material/website. If you can’t fit it all on a brochure (and you’re likely not to!) just redirect them to your website. Give them as much relevant information as possible, including your points of difference (make sure you are different from your competition!), prices, detailed product descriptions, great photos, testimonials, info about your company etc. Provide them with all the information they need to convince them you are selling a great product and for them to make a buying decision.

3. What do I want my customers to do? (I.e. what do you want to achieve with your marketing material?) You may want people to contact you so you can interact with them and start the sales process, you may want them to book or buy your product online, to register for a newsletter, or you may want them to tell you how they found you…

Whatever it is you want them to do, make it easy for them. Provide a call to action on each page. Ensure your contact details are on each page too and make it easy to contact you through email, mobile website (QR code!) an 0800 number or in person.

So, have a look at the questions above and how they apply to your website and other marketing material. The next time you update your brochure or website, ensure the questions above are answered.

Till next week, Marijke