If you want to create some attractive marketing material, whether it’s an advert, website or a leaflet, there are some basic rules that you must apply for your copy to work for you.
1. Your headline – this must spark interest with your audience. A question which addresses your potential clients needs or desire is recommended to gain their interest in your material. An ideal way to compile good headlines is to brainstorm your keywords and common problems associated with your subject.
2. Your language – the language you use in your markerting materials is so important. I don’t mean your spoken language – but your written copy. It’s easy to get lost in your own work and even easier to pick up on the downfalls of others, but try to avoid all aspects of negative language in your marketing materials – if the reader is reading a positive message, they will feel positive too. Also try to remember that you know your business well and that your potential clients may not. They won’t know all of the terminology associated with your company’s field of expertise. Write so that other people will understand otherwise they will switch off.
3. Your message – what are you trying to achieve from your marketing materials? Are you looking for an instant response or sale? Are you looking for feedback? What do you want your potential clients to do when they have your material? You would be amazed at the large amount of poor quality copy that is produced resulting in substandard marketing material that does not live up to the expectations of the business owner.
4. Your guarantee – your clients will often expect a guarantee from a business now rather than it being a nice surprise. Therefore you need to assure your customers that they can have a full re-imbursement of their investment if your product or service is not to their satisfaction, and this needs to be clear on all of your marketing materials too. This is an important part of building your relationship and trust with your clients.
5. Be different! Consumers are bombarded with marketing materials all the time, whether they realise it or not. Therefore your marketing materials need to stand out and be a little different. There are quite literally hundreds of ways in which you can achieve this; Bright colours, interesting paper stocks, imaginative use of fonts, unexpected formats or shape to your material or maybe you could include interesting facts or quotes that could be inspiring and of interest? Of course, I would certainly promote the help of an experienced graphic design agency such as BlueFlameDesign, but there is no reason why you can’t use your imagination!