If you are new to marketing or trying to create your own web site or marketing materials to promote your product or services, it can seem like an overwhelming mystery. Is it all about the images or using four-color printing? It helps to have a basic understanding of what information should be on all your marketing materials and how to send a cohesive and consistent message with everything you use to promote your business.
In general, you will want to use the old journalism guidelines of “who, what, where, when and why”-but you may also want to let people know “how much.” Here is a list of the categories to consider for your marketing materials (and this goes for print, advertising and web marketing):
1. Business location: address, directions, etc.
2. Business hours
3. Services or products
4. Contact information (how best to contact you: e-mail, phone, etc.)
5. Slogans, mottoes, logos-anything you are using to brand your business
6. Is there anything else you really need prospective customers to know?
This basic information should be on all your marketing materials and it should be easy to read and access. You don’t want people having to hunt and hunt for your e-mail address or web site that is printed in tiny font on the corner of a back page. Priorities the information that is most important based on the type of business you have. If people will be doing all their business on the web site, do you really need to include the business address or directions to your warehouse?
If you have a catchy slogan or motto-be sure to include it on all your marketing materials. Your slogan and logo are the chief way that you start to develop “brand recognition” for your business so they are important. They need to be on everything-web site, print advertising, direct mail, business cards, etc. If you are doing any radio or television advertising, you will want to include them as well.
In the “anything else” category-consider if you are doing a special promotion or sale, or if there is a deadline or other detail that the prospective customer needs to know. It is important to also include any disclaimers that might apply. For example, if you are offering a coupon discount but it does not apply to a particular item or service-make sure to get that on the materials where people can see it clearly.
By using this basic guideline when creating your marketing campaigns and materials, you should be able to send a consistent message and still make sure that all the information gets shared.