29While we usually talk about writing strategies and techniques each week, this week let’s do a quick eyeball analysis of your online, print, and digital materials, and what else we might do with them.
In today’s tech-savvy world, there are many ways to evaluate – to get numbers showing what is working, and what isn’t. Extremely useful information, and readily available for online activity. Here’s another way to look at your materials to get the most from what you have.
Let’s say you’ve been in business for a while, or maybe you’re just starting out. In either case, you’ve produced some promotional materials online and off. Most likely a website to begin with, maybe an online newsletter, or blog site. Perhaps a brochure – online or in print – and certainly letterhead, also online or in print, or both. Envelopes, business cards, mailers, “one-sheets,” flyers, sales letters. All need to be reviewed regularly to make sure they are consistently working together, and that they will continue to do the job for you. But before we begin, here’s something you really need to know about penny-pinching marketing:
If the only thing wrong with your materials is that you’re getting tired of using the same old stuff, you cannot justify dumping it and starting over. Not if you’re a savvy penny-pinching marketer.
It could well be that the same old material you are tired of really is doing its job for you. And besides, it’s quite likely that this is the first time your prospects have seen at least some of it.
So print out your materials, and gather everything you have. Here’s what to look for:
Do they have a “family look”? Are you using a consistent visual theme? Each piece should carry a unifying element – perhaps your logo, a photo, a slogan, a positioning statement – along with a consistent color scheme.
Is the “look” of your pieces consistent with who you are? If you’re building an upscale position for your product or service, you’ll probably want to look upscale. On the other hand, some clients, who position themselves as a low-cost option, have told me they work against themselves by looking too high class
Is the message consistent from one piece to the next? Will your readers, viewers, or listeners get the same message from each piece, or will they be confused about who you are, what you do, why they need what you offer, and what action they should take to secure the benefits you promise? Being consistent multiplies the effectiveness of your materials.
Remember that it’s not about us – it’s about those individuals, or those organizations you have identified as your prospects. Consider, and write down the way you want them to think about you. Share this desired impression with everyone involved in producing your materials to consistently reinforce, and thereby multiply, the effectiveness of your every single effort.
Now that you’ve completed your first scan, let’s dig a little deeper. Which pieces are working best? What could you do to help the less successful pieces do better? What could you add or leave out? Which pieces is it cost-effective to keep, which should be eliminated? Are there pieces you really need, but don’t have?
Does each piece spell out strong benefits that really matter to your prospect – or have you focused more on how great you are. Each one of us – prospects included – acts from enlightened self-interest. How enlightening are your materials – for your prospects? Have you made it easy for your prospect to find you? To do business with you? Include a “call to action” in each piece, asking for their business, and making it easy for them to do what you are asking.
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