Maximizing your marketing collateral!

In this world where there's an increasing tendency to rely on templates and the "same ol' same ol", it is more important than ever to stand out from the crowd using cost effective methods. Your collateral – your business cards, stationery, envelopes, brochures, sales kits and web site – says volumes about you and your company. Choosing wisely is paramount to being sure that your efforts to promote yourself and bring in business aren't being killed by collateral that is contrary to the message you're trying to convey.

Here are some helpful tips for kicking your materials up a few notches and ensuring that they are working for you rather than against you.

No matter what anybody out there says, concise, clear and error free copy is the key to winning collateral. Words say everything about you and your business. Most of us have had the frustrating experience of creating an important communication tool and having it self-destruct because the words didn't flow correctly or have impact. You know what you want to say but it just isn't working on paper. Here's some tips for helping you create first class content.

1. Slow down. Outside of professional copywriters, few people can dash out sterling prose in a single sitting. Allow yourself time to put your thoughts together. Don't force them to come to you.
2. Words are powerful tools so use them wisely. Choose the proper words that convey the essence and spirit of your message. Don’t get too hung up on them in a first draft; you can always massage them later
3. Use statements that are positive, empowering and compelling.
4. Read your words both aloud and silently: hearing the words in different forms will help to make them flow more perfectly.
5. After you have written your material, leave it alone for a day or so. Then return to it with a pair of fresh eyes. Be critical of how things are said and what may not have been said, but implied. Pay attention to the tone and rhythm of each passage. See if each sentence supports and builds on the ones that precede and follow it.
6. Use facts and data to support your message. Create new knowledge for the reader.
7. Become a good student. Take notes on subjects that interest you or relate to your business. These will be the basis of future pieces you write. Put them into file folders by category or topic.
8. Above all, have fun. Listen to that inner voice that makes you, well, you. Let it come out on paper. Don’t try to write like someone else. Let the words come from you and sound like you.
   
   

Now that you know you need to communicate something to someone, where do you start? A good place is an objective. The objective keeps you on track. And keeping focus is one of the keys to successful communication.

Before putting forth any idea or concept, be sure you have addressed the following questions:

1. What is the intention of my message?
2. Am I trying to inform, to gain interest or to sell?
3. Is there a specific image I hope to portray?
4. How do I wish to be viewed by the world?
5. What is my ultimate overall goal?
6. What reaction do I hope to have in response to my material?
   
   

Once you have a message, what do you do with it? Finding the right channel for communicating your message is just as important as having the message. Consider the following:

1. How is your target audience used to receiving messages? Is it via direct mail, a sales letter, an ad in the newspaper, etc? Spend time researching the audience you want to attract and then write the message to fit the medium you’d use to reach them.
2. If you’re writing and article or a sales letter, you’re probably safe to do it on your own. But if you’re planning to use direct mail, advertising, television or the web to reach your audience, it may be a better use of your time and resources to call in a professional who’s experienced in handling these more complex channels.
   
   

Whatever channel you choose, the design and presentation is just as important as the message. Sterling prose can be destroyed if it’s packaged in bad design. In this world of desktop publishing and FrontPage software, it’s easy to think that you can do it yourself. For simple stuff, like a press release or sales letter, this is certainly true. But in today’s world where people are becoming increasingly sophisticated in their perceptions, a shoddy brochure or templated web site can offset even the most carefully crafted message. We say this repeatedly because this is where most communication falls short, and with it the impact and effectiveness of the information you’re trying to get across. If you’re comfortable designing your own stuff and have a good sense of what looks good, then by all means go for it. But if you’re not comfortable with it, bring in a pro. The money will be well spent.