It’s Not About You
It really isn’t — your business is actually about the products and/or services that you offer to your customers so marketing your business isn’t actually about you, but rather, your audience.
Your job is to explain to a potential customer how you can meet THEIR needs. Establishing a sense of trust is how you’ll convince someone to work with you, or minimally, to learn more. Being able to connect with your audience through your marketing materials will give them the lasting impact they need in order to be a helpful selling tool to you. This connection is made through both design and content. As with any form of advertising; print, tv, radio, etc., less is more, especially when the message is purposeful.
Choose your content carefully. Keep your message simple and straight-forward. Remember that your marketing materials are a tool to help you get your foot in the door but that they will not, and should not, be a substitute to you being your “best salesperson”. Too much text is difficult to digest and remember and you run the risk of boring your audience. Also, don’t be afraid to ask for an outside opinion. You are likely too close to it to make objective decisions about your content. Someone less familiar with your business can offer needed perspective and help you better explain what you need to to your desired audience.
Visuals should be carefully crafted to appeal to your ideal customer as well. Do you look like a professional they can trust? Do your visuals compliment your content and match the tone of your message? Can your audience connect with them emotionally? Is representation in your photos important? Do the color you are using send the right message? Remember too that too many visuals can be overwelming and turn people away, so be selective. (This is where a good designer comes in!)
Keep your logo in perspective as well. Your logo is important, but it is meaningless if your reader doesn’t understand what you do and how it will benefit THEM. It’s a common misconception that the largest logo possible will make your prints effective. Look in a magazine – you’ll see all of the advertisements have large, interesting images as their main focal point – not their logos. Draw your reader in by using a strong visual that connects with them and reinforces your message. Your logo should appear smaller, in the corner, where the reader ends their review and their eye lingers. With this combination, your ad will be optimitized to help the reader understand AND remember what you do as well as who you are, making it a successful advertising tool.
