We help lots of our business customers with their marketing materials. And I’m not talking about just printing them. I’m talking about improving them, whether they are of the printed or digital variety.
It usually starts with a call or a walk-in from a small business owner. He or she could be just starting out, but it’s just as likely that the business is well established. Most owners recognize that their business needs an identity in order to distinguish it from competitors, as well as to increase brand recognition and visibility. This is especially important in today’s business world, where there is so much information available to every one of us at our fingertips. It is really easy for a business to get lost in the noise and for customers to find alternatives.
So we’ll talk a bit about the message or image the business would like to convey to their audience — what it is they really want to say to their potential customers through their marketing materials. Many owners will bring their current pieces with them for us to review during our consultation. Of course we’ll also look over the stuff they have online. Regardless of the media, they are often full of confident language concerning the great things they do in their industry. Past achievements, accolades, fluff.
Clients don’t want to hear this.
Clients want to hear about how your product or service is going to help them. They don’t care about you, they care about themselves!
One of the easiest ways to increase response rate is to stop talking about how great you are and start talking about how what you do will help your potential customers. What benefits your product or service will provide your audience. How what you do will make their business, and their lives, better.
Combine a message like that with an attractive printed piece (or a good landing page) and you’re going places.
