Since we’ve already reaffirmed that marketing collateral still matters, let’s talk about how to make it effective. Here are a few tips to ensure your marketing materials resonate with your prospects:
1. Focus on the problem solved…
People only buy two things: solutions to problems and good feelings.
To draw from the wisdom of WinWholesale COO Monte Salsman, “people only buy two things: solutions to problems and good feelings.” If you think about your own recent purchases, you’ll likely discover that they fall into these buckets.
The professional services your firm provides are meant to solve problems, and marketing collateral is the perfect avenue for explaining how your services benefit a potential client.
Just as you did with your professional resume, use the “so what” test when reviewing your marketing materials. Does the piece focus on information that means something to the prospect, information that they care about?
2. …but don’t overlook the importance of good feelings.
Obviously, the services you offer are meant to solve problems, whether they are compliance-focused, financial or operational in nature. But a prospect has to feel good about purchasing the solution from you.
Your firm likely has several competitors that could also solve the same problems, so why should the prospect pick you?
Your marketing materials are just the place to clearly state your value proposition. Yes, you can solve the problem at hand but you do this in a way that is more efficient, more effective, more communicative, etc., than your competitors.
3. Create pieces that work online and offline.
There is no doubt that today’s business exchanges are conducted online more frequently than in the past. But the reality is that (especially in professional services) a significant portion of business interactions are still conducted offline.
In-person meetings are instrumental in building connections and relationships that last, and especially critical in generating those good feelings mentioned above. Online channels are great for sharing information, but human interaction still packs a greater punch in developing like and trust, which, as we know, is essential to winning business.
And, generally speaking, our professionals are more confident in prospect meetings when they have something tangible to leave with the potential client.
Create some efficiencies by designing dual-purpose marketing pieces that will work online as a downloadable document or attachment, as well as offline as a printed piece.
4. Less is more.
As we mentioned in our post on professional resumes, attention spans are short in this digital age. Be sure to use concise language that gets to the point quickly and clearly demonstrates the meaning and benefits of your services to the audience.
5. Put quality first.
Your marketing collateral is more than a description of what your firm does. It can make an impression on your prospects that represent you and your firm long after an initial meeting.
To be remembered as a professional, respectable company, your copy should be free from typos and your branding should be consistent. Provide high-quality paper for printing these materials.
Make quality a priority.
Static marketing materials are far from dead, and can actually enhance your firm’s overall marketing and business development strategy and efforts.
Do you have other tips for creating effective marketing materials?