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Do you know how to reach your target audience?
Just as a realtor will tell you that location is everything when it
comes to selling houses, placement is everything when you want to get
your marketing message noticed. Be certain you know who makes up your
target audience and where to find them.
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Is there a call to action?
No matter the type of communication, don’t miss the opportunity to ask
for the business or at least the opportunity to provide more
information.
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Have you given good thought to the typography?
How you express your message is as important as the content itself. Here
are a few good rules:
• Limit your type fonts to two families.
• Avoid paragraphs of white type reversed on a
black background.
• Don’t dip below 10-point type. America is aging.
Be kind to your reader’s eyes.
Look at typography this way: if your prospective customer had a headache
(your typical end-of-the-day variety), would he or she be able to easily
read and understand your marketing piece? If not, your problem is likely
typography.
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Did you include graphics?
Studies show that people read and remember marketing if it includes
visuals. When photos or illustrations are not available, repeat an
engaging line of copy — set it in large type to use as a pull quote.
NOTE: Each illustration or picture needs illustration copy. Research has
shown that two lines of copy are read and remembered more often than
one.
Also, did you add color? Even a spot of color captures the reader’s
attention without breaking your budget. No money for color printing? Try
black type on colored paper stock.
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Did you include a testimonial?
Your satisfied customers provide the most compelling reasons to trust
you. Include their comments. Or, if no testimonials are available,
create scenarios... for example, how “Company A” has a specific need and
how you can answer that need. Help your readers make the connection from
their needs to your products and services.
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Did you tell your audience how you can improve their
lives?
Your reader is asking “Why should I care?” so make sure you provide
clear-cut benefits for choosing your product or service. Use statements
like “that means...” or “at last you can...”
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Is your design distinct and uncomplicated?
Remember, your first objective is to cut through the communication
clutter, not win a design award. Designs so intricate that you can’t see
the product don’t produce. White space is your friend.
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Have you given your audience a clear way to contact you?
Invite them to call you collect or provide a toll-free phone number.
When possible, include a business reply card with the postage prepaid.
Do whatever you can to make it fast, free, and easy for people to
contact you. Also, consider putting a person’s name on the marketing
piece even if it is an alias. For example: For more information, call
1-800-555-2323 and ask for Janet Mason. That way, you will know that
callers asking for Janet are responding to your promotion. At the very
least, make sure the people answering your phones have seen and
understand your marketing communication. They should also be able to
answer basic questions. Don’t risk losing a prospective customer in an
unnecessary telephone transfer.
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Have you given your audience a value-added way to get to
know you before ordering?
This 10-Point Test is one example. Other ideas: Offer free evaluations.
Create a free pamphlet addressing commonly asked questions relating to
your industry. Provide a free sample.
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Are you maximizing your message? List your industry
strengths and ask for the business every place you possibly can on your
fax forms and business cards, on your shipping cartons and delivery
vehicles. Don’t assume people know what you do. Tell them everywhere.
You never know who your next best customer will be.
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Do you have a way to track response? Your communications
investment is devalued if you cannot determine how many responses a
promotion created. Of course you can always argue that no matter the
result, you increased your visibility. But a precise response rate is
truly the best measure of success. And when you get a response, follow
up promptly and deliver more than you said you would to keep your
customers coming back. (Like this eleventh point to the Ten-Point Test.)
For creative, effective communications, call High Point Creative at
651-426-4012.
