We see a lot of marketing and sales material that just doesn't get the job
done.
Somebody scribbled a few words (probably copying what they saw
elsewhere)....a graphic designer made it look "pretty"...
...but no one asked the two most important questions about all those flyers,
brochures, websites, print ads, fact sheets, and postcards:
This guide helps you grade the business impact of your marketing materials so
that you can answer those two essential questions.
Below, we've identified fifteen factors that exist in every successful
marketing piece. Use this guide to identify what needs improvement.
| Item |
Criteria |
Red Flags |
Examples |
Your
Grade |
| 1. Headline |
The headline grabs the attention |
Small font.
Boring or uninteresting.
NOT the name of your business or a bland fact statement like |
YES:
"Chocolate!", for a workshop on chocolate's health benefits
"Subtract your way to freedom", for a meditation workshop on
quieting the mind
NO:
"Nutrition Classes At ABC Wellness Center", for a wellness
center
|
|
| 2. Competitive differentiators |
Explain why customers experience your business, product or service as
markedly
different from competitors |
Don't list YOUR ideas.
Give the reasons your actual customers mention.
Be specific |
YES:
"Open 24/7", for a card-access health club
"Yoga Alliance-registered instructors" for an elite yoga studio
"Women's health experts", for a multidisciplinary health practice
NO:
World-class service
State-of-the-art equipment
|
|
| 3. Tangible benefits |
Identify positive outcomes of your program or services
that are measurable, material, physical or concrete |
Don't jump to conclusions. Not all women want a "bikini
body". Not all guys want six-pack abs. |
YES:
"Set a new PR", for a masters swim coach
"Knock 'em dead at the reunion", for a bootcamp
"Lower your cholesterol
without drugs", for an osteopathic physician
"Stop back pain - without surgery", for a chiropractor and
acupuncturist
|
|
| 4. Intangible benefits |
Identify positive outcomes of your program or services
that are not measurable, material or physical
|
Focus on feelings, not facts |
YES:
"Feel confident"
"Enjoy playing with the kids again"
|
|
| 5. Emotional "hot buttons" |
Consider the top emotional triggers that motivate most
consumer buying decisions
|
Don't jump to conclusions about customer motivation.
|
YES:
Desire for control
Self-achievement
Wish fulfillment
Fun is its own reward
|
|
| 6. Call to action |
Spell out what you want readers or viewers of this
marketing piece to do next. |
Answer the 4 Ws:
What do you want them to do? (i.e., register, buy, attend, etc.)
How do you want them to do it? (i.e., phone or online or in-person)
When do you want them to do it (i.e., by a certain date, now, etc.)
Why will they want to do it? (i.e., limited availability, the first 5
responses get a bonus nutrition guide)
|
YES:
Call 111-222-3333 to register by Fri., 6/1 - only 20 spaces available",
for a nutrition coaching practice
"Click to download our "Corporate Wellness ROI Secrets" white paper
during June and get a free Healthcare Cost Savings Calculator",
from a corporate wellness provider
NO:
"Contact us for more information", from practically
every wellness business out there!
|
|
| 7. Product details |
Highlight key aspects of the product or service AND why
they matter |
Don't dump an endless list of features and benefits |
YES:
"Personal attention: never more than 10 students in a
class", from a healthy lifestyles business
"No treadmill tedium! - Twenty different ways to get a cardio workout",
from a health club
|
|
| 8. Solutions |
Explain the health & wellness problem you solve, or
opportunity you help customers capitalize on |
List only those characteristics of your business,
product and service that help make people's lives better. |
YES:
"USOC-experienced coaches cut minutes off your time", from a
sports-performance business
"Defeat Diabetes teaches you non-drug strategies for healthy blood
sugars", from a medical wellness center
NO:
"We'll teach you all you need to know about healthy living",
from a fitness center
|
|
| 9. Written content
and text layout |
Good use of white space
Bullets, numbers
Short words, sentences, paragraphs
Easy-to-scan
|
Very long paragraphs with no breaks
Illogical or no organization
Unimportant trivia about your business
Difficult to read
Marketing gobbledygook ("world class service")
Extensive use of light text on dark background
Text obscured by
background image
Vertical text
|
|
|
| 10. Images &/or photos |
Use photos of your real business, real customers, real
classes, etc. |
Avoid generic stock images
Make sure background images don't obscure text
Choose relevant images - don't promote a group
fitness class with a picture of a solitary exerciser on a treadmill
|
|
|
| 11. Business name & key contact info |
Name, street address if you have a storefront,
telephone, email, web address. |
Your business name should not be the most prominent
element
Don't put it in the headline or plaster it across the top
Omit fax #
Can often skip web address if it obvious in your EM address
|
|
|
| 12. Location-appropriate |
Design for the location where this marketing collateral
will be displayed, read, etc. |
Don't assume people will be sitting at a desk with
great lighting when they review your materials
Don't assume that your materials will be optimally displayed with great
lighting and no surrounding clutter
|
For example, flyers are usually viewed from several
feet away, so a very large font is often effective for the headline and
sub-heading.
The lower half of a rack cards is usually hidden by the display holder,
so the top half has to grab attention. |
|
| 13. Authenticity |
Choose a look, feel and tone that truly represents how
customers experience your business |
"Infomercial" style marketing in a high-touch business
Blindly copying marketing themes and concepts from similar businesses
Dry-as-dust content for a high-energy business
Use of super-fit images when you target normal people
|
|
|
| 14. Interest & curiosity |
At first glance, your marketing collateral must create
that spark of curiosity - otherwise, no one will bother reading further
|
"Corporate marketing speak"
Industry buzzwords
Your business name as headline
Content you are excited about that is not important to potential customers |
YES:
"We're positive we're ANTI - anti-gimmick, anti-guilt, anti-blame", from
a weight management program
NO:
"Family owned and operated" from a personal training studio
Raw data on square feet, number of pieces of equipment, total poundage
of all weights |
|
| 15. Appropriate graphic design |
Attracts the
reader's eye
Guides them through the content in logical order
Points them to the call to action
|
No light text on dark background
Avoid tiny text
Use of enormous images and logos that sharply limit the amount of text
that fits |
|
|
