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Create Effective Marketing Materials

Posted by: Today's Tip Contributor on January 4, 2011

The days of the simple, hard-copy marketing brochure are being replaced by digital promotions via websites and social media. Many of the marketing principles that were proven in a paper and snail-mail world still hold true today and should be applied when delivering a message via Facebook, Twitter, e-mail newsletter, or other digital means. Whether creating a menu of dinner entrees at a restaurant or a brochure of services at a salon, entrepreneurs should keep in mind the following tips when they design communication documents:

1. Keep it clean. Make sure your business has consistent branding throughout. Keep the same spelling, capitalization, and phrasing of your business name, products, and services, from start to finish. Find a dominant logo and stick with it.

2. Act now. Write out a clear call to action and emphasize it. Want current and prospective customers to visit your website for a menu of aesthetician services or to e-mail you to receive a discount coupon for a dinner special? Highlight a single phone number or Web address, making it easy to find you.

3. Beyond clipart. Many low-cost publishing and graphics programs on the market today enable you to easily incorporate images into a document and edit digital photos of your business location, products, or employees. Adding personal touches will help you more directly connect with customers and boost interest in your marketing documents.

4. Discover yourself. Think about how new customers learn about you. Design your materials to build a relationship with your customers while maintaining a consistent approach, message, and execution. What is it you and your customers like about other communication materials you consider effective? Bear these points in mind when working on your own materials.

Dale Cook
Product Marketing Manager
Nottingham, U.K.

Reader Comments


January 11, 2011 8:15 PM

Its amazing how many businesses forget to do these simple things. Its understandable that businesses have alot to say and want to say it all but i agree with it being important in keeping it simple. One of the biggest mistakes i frequently run across is businesses forget to put a call to action or even a phone number. Its important for business to remember that people need to be reminded of why and how to contact you for your service or product.


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