Creating Powerful Marketing Literature
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The Slideshow from Fiona Humberstone's Creating Powerful Marketing Literature workshop
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Creating Powerful Marketing Literature
- 2. How to create powerful marketing literature.
- 27. who?
- 33. achievable?
- 42. who exactly are you talking to?
- 46. expectations?
- 52. powerful copy
- 60. grab attention
- 62. create desire
- 66. build conviction
- 70. trade body
- 75. call to action
- 80. Grow Your Business: 800+ visitors
- 82. format
- 89. Design design
- 98. attract
- 99. set the tone
- 100. make sense
- 104. And the difference adding colour can make… (website)
- 105. builds trust
- 107. how to…
- 115. emote
- 122. distribute with impact
- 125. named contacts
- 127. delivery …
- 133. How to create powerful marketing literature.
- 135. action plan
Hinweis der Redaktion
- The copy isn’t persuasive enough
- fails to capture attention
- It’s easy to be apathetic, got to grab them by the balls!
- Focused on the company not the customer
- Not clear enough what people need to do
- Language too technical
- Not persistent enough. How many times do you need to ‘touch’ someone with marketing. Integrate it. Don’t rely on one method alone
- Confusing - too many propositions. Did I tell you about …
- No clear focus or goal
- Customer profile not thought through so ends up being irrelevant
- Design failed to send out the right signals Clown pic?
- Leaflet when it should be a brochure. Let the copy and purpose dictate the format, not the budget!!!
- What do you need to produce? Revisit later whether what you need is actually what you need…
- What do you need to produce? Revisit later whether what you need is actually what you need…
- Why do you need this piece of marketing literature?
- People always underestimate time needed for copy and design. Leave yourself plenty of time so you’re not rushing…
- exercise
- More business? How much more?
- How can you quantify?
- Extra resources? Capabilities and budget yourself?
- BREAK?
- When it comes to marketing propositions most customers are asking left ‘so what’? Lousy propositions lead to lousy marketing and fewer sales. Your proposition needs to break through the clutter and demand the attention of your customer. A strong clear proposition is the driver for marketing communications that deliver increased sales and response. The Institute of Direct Marketing
- What motivates people to buy - greed or desperation usually! Why would they buy in this marketplace? Why are your products or services essential to your clients during this recession?
- What do they need right now? More time? Business? Sales? Staff? Fun????
- What do they expect of your business?
- Who are your competitors. How are you different?
- What are the benefits of what you do. Which ones are relevant to your target audience? Which ones are relevant to this recession?
- What do they need to know?
- What do you want me to know? Pad out your headline, support it
- Must have it now! Nice idea - do I really want/ need it?
- How can I be sure I’m not making a mistake?
- Clever formats will cut through the clutter
- Design, finish etc
- 10 mins. Brainstorming. What’s right, what’s wrong with this letter?
- USING DESIGN TO IMPROVE THE ‘PULL’ OF YOUR MARKETING
- Two thirds of businesses that don’t use design have to compete on price.
- How much your turnover will increase by for every £100 you spend on design The Design Council
- Use design to evoke emotion
- Use design to your target audience
- Design increases how professional you’ll look
- Use photographs
- Image should reflect what you’re selling
- Clear call to action
- Sell a lifestyle as well as a product
- Always, always keep your literature on brand
- Who else is talking to these people? How do they do it? What works and what doesn’t?
- Use audience profile to find similar people. No point in mailing to randoms!
- Fulfill responses quickly
- Send with a letter
- Repeat the mailing
- Repeat the mailing
- Integrate with other marketing activity
- Save £20 when you book today