Over time, I've had the opportunity - at times distressing - of seeing many various business marketing campaigns. I've seen photocopies of letters that looked like they were typewritten during the Lincoln administration. I've seen garish photographs of business owners that would frighten off Canadian geese. I've seen postcards printed with such bad ink that a light rain would turn them into a finger-painting.
But I've also seen some truly memorable campaigns. I evaluate a successful sales push by not only examining how pretty it is or how well-crafted it is, but what type of results did it get? Today I want to address what makes an impressive campaign - one that gets results. What are the common pieces of a effective marketing piece?
First - a robust headline. Marketers have known for more than a hundred years that the most critical part of an effective marketing piece is the headline. This is the make-it-or-break-it element that hooks the consumer into the whole advertisement. You must always assume that your customer is busy and will not completely read the article - but a title is something that they can consume in a glance.
The second rule is to only send material that you are an expert in and you want to be known as an expert on. This is a common misstep that I see many marketers make. Pick the area that you wish to concentrate on and send information on that particular subject. This means that if you are a law firm, you're not handing out cooking recipes and baseball game schedules. When you zero-in on what you want to be known for, potential clients start to remember you as the expert, the professional for that sort of service.
You should convey a practiced look. Quality does count. If you haven't taken the time to make yourself appear like a true businessperson, what message are you communicating? You're saying to the world that you are not to be taken seriously. Get your business branded and your outreach printed professionally.
Include all your contact details on all of your business collateral. Give your customer the freedom to decide how they're comfortable making contact with you. There are consumers out there who will never call your phone number, that prefer to only use e-mail. The reverse is also true. Always make it as straightforward as you are able for your clients to learn more about your products and services.
Finally, include a good picture. In most businesses this is just mandatory. If you operate in a person-to-person business, your image conveys your interest, expert appearance, and individual energy through your materials. Customers do business with companies that cultivate a sense of connection to their needs. A photograph is the best way to start this process in your marketing materials.
To put this all together - imagine you have an advertisement from two different real estate consultants. One agent's neighborhood mailer has a powerful headline. It's imprinted on stand-out glossy card-stock with memorable real estate branding. It includes current market numbers and commentary geared towards couples who want to live near the action of downtown. It includes a website address for more in-depth information, e-mail and telephone number and a photograph of the agent or a representative property. Now, hold that piece of marketing up against the dime-a-dozen, commonplace, corporate-branded, cheap paper ad that delivers a sports schedule like what many agents mail out. If you're the potential client, which one are you going to remember and feel confident contacting first? That's the very effect that you need your marketing to have.
But I've also seen some truly memorable campaigns. I evaluate a successful sales push by not only examining how pretty it is or how well-crafted it is, but what type of results did it get? Today I want to address what makes an impressive campaign - one that gets results. What are the common pieces of a effective marketing piece?
First - a robust headline. Marketers have known for more than a hundred years that the most critical part of an effective marketing piece is the headline. This is the make-it-or-break-it element that hooks the consumer into the whole advertisement. You must always assume that your customer is busy and will not completely read the article - but a title is something that they can consume in a glance.
The second rule is to only send material that you are an expert in and you want to be known as an expert on. This is a common misstep that I see many marketers make. Pick the area that you wish to concentrate on and send information on that particular subject. This means that if you are a law firm, you're not handing out cooking recipes and baseball game schedules. When you zero-in on what you want to be known for, potential clients start to remember you as the expert, the professional for that sort of service.
You should convey a practiced look. Quality does count. If you haven't taken the time to make yourself appear like a true businessperson, what message are you communicating? You're saying to the world that you are not to be taken seriously. Get your business branded and your outreach printed professionally.
Include all your contact details on all of your business collateral. Give your customer the freedom to decide how they're comfortable making contact with you. There are consumers out there who will never call your phone number, that prefer to only use e-mail. The reverse is also true. Always make it as straightforward as you are able for your clients to learn more about your products and services.
Finally, include a good picture. In most businesses this is just mandatory. If you operate in a person-to-person business, your image conveys your interest, expert appearance, and individual energy through your materials. Customers do business with companies that cultivate a sense of connection to their needs. A photograph is the best way to start this process in your marketing materials.
To put this all together - imagine you have an advertisement from two different real estate consultants. One agent's neighborhood mailer has a powerful headline. It's imprinted on stand-out glossy card-stock with memorable real estate branding. It includes current market numbers and commentary geared towards couples who want to live near the action of downtown. It includes a website address for more in-depth information, e-mail and telephone number and a photograph of the agent or a representative property. Now, hold that piece of marketing up against the dime-a-dozen, commonplace, corporate-branded, cheap paper ad that delivers a sports schedule like what many agents mail out. If you're the potential client, which one are you going to remember and feel confident contacting first? That's the very effect that you need your marketing to have.
About the Author:
The founding partner of The Lones Group, Denise Lones brings over two decades of experience in the real estate industry. With expertise in strategic marketing, business analysis, real estate branding development and real estate training, Denise is nationally known as the go-to for all things "real estate."
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