The sounds of birds are starting to
fill the air. Buds are breaking out on
the trees. Green is pushing through
where white once was. Every new daffodil
bloom seems to shout, come on out!
Winter is over!
What does your marketing say? Does your marketing, like a daffodil, offer
rebirth and new beginnings? Or does it
convey something else entirely?
Even if your campaign, like a rose,
is a vision of pure beauty, full of vibrant color, and sentimental meaning, and
even if it conveys richness and value, it may still cause your market
pain. If you spend all of your time,
effort, and budget on design but prick your readers with poor communication,
confusing descriptions, or hard-to-find contact information, there’s not a
single spring shower that will save your campaign.
How do you make sure your marketing
package is the “whole package”? Don’t
make readers work for information, and don’t make it hard for them to figure
out what you’re selling or how they can respond. Tell them what you want them to do and make
it easy for them to do it. State your
call to action, and then state it again (and again). Make your phone number prominent. Repeat your website. Include your contact information on every
spread.
Remember, too, to use clear
language and make your message is just as clear. Headings, subheads, and bullet points that
briefly identify features and benefits will give scanners the key information
they need at a glance while organizing your content in a practical way for
those who take more time to read your campaign.
Finally, don’t get so wrapped up in
your photos and graphics that you forget to prominently place your
organization’s name and logo. We’ve all
received mail that both intrigued and frustrated us: the design and headlines
had our attention, but we couldn’t figure out who sent it.
Eye-catching marketing is necessary
to get consumers to take that critical first step, but it’s your content that
really makes your marketing bloom. Make
it count.
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