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Make the Most of Your Marketing Materials

Your customers and prospects are savvy buyers but they’re bombarded by tons of marketing messages from vendors like you.  Your success as a small business can hinge on the quality of your marketing materials  (brochures, Web sites, newsletters, etc.) and how well they communicate the benefits of your products or services. Well written, effective marketing tools that reflect your business’ branding can be a big asset.  Here are a few tips to keep in mind in order to  create winning marketing materials:

1) Know your target audience and speak directly to them
2) Sell benefits, not features
3) Include a call to action

Mistakes to Avoid

Many marketing pieces don’t work well because they are written from the company’s perspective and not from the buyer’s.   Your potential customers are interested in finding out “what’s in it for me?”.

While your marketing materials may be well written, if they’re poorly designed, it may render them difficult to read , unattractive and useless.   Smart design and good layout can make a positive first impression and make the material easier to read.

When done right, your brochures, sell sheets and email promotions can really give a boost to your business.

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