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Sunday, 16 October 2011
Thinking About Printing A New Brochure or Updating Your Website?
Take This 5 Minute Evaluation And Avoid The 4 Most Common Goofs That Discourage Response
Brochures and websites are essential, but how do you avoid investing in concepts that won't do the job? You want something that gets read and separates you from your competition. The biggest mistake you can make is to assume that a graphically pleasing piece of eye-candy decorated with your logo and a menu board of services with self-serving platitudes will get the job done - it won't. Only your printer and web/graphic designer will be well served by that type of expensive commercial art.
So here are a few tips and evaluations to help you get the results you deserve from your next printed brochure or website update:
Goof #1: Platitudinal Cover or Homepage Headline, or No Headline At All.
Tip: Use a problem-solving headline on your cover or homepage.
Avoid making your focus cute phrases, taglines, or your logo by itself (you are probably not Coca Cola). You can still have beautiful graphics, but don't forget an engaging headline.
Interrupt Format Evaluation:
When you look at the cover or homepage, does it provide the promise of helpful educational information inside, or does the reader quickly draw the conclusion that it is just another puff piece? Typically, just pictures, logos, and taglines SCREAM "puff piece."
Goof #2: Wrong copy points.
When you scan the brochure or website, does it quickly explain key features and options so the reader learns how to make the best decision possible for them? Can the scanner become a reader and stop on a topic to learn more?
Tip: Organize your information by "what readers want to know," not by what you want to tell them.
Your readers' interest is in learning quickly why they should consider buying from you rather than your competitor. This means teaching them how to be good consumers when comparing all their options. Avoid making the focus of your content a menu board of services or the "I am so glad I found you" testimonial.
Need To Know Information Evaluation:
Goof #3: Offers missing, hard to find, or not as appealing as they could be.
Tip: Provide clear offers for more educational information and encourage some form of free trial.
Your hours, website, physical address, and your phone number are critical pieces of information, but you should do more. Consider offering free educational resources, free trials, or other risk lowering offers.Give these offers a "marketing handle" and describe features and benefits to make them stand out as something of special value.
For example, a physical therapist could appeal to joint replacement candidates with a handle like "30 Minute Pre-Surgical Readiness Assessment"
- Speed recovery from joint replacement surgery by as much as four times.
- Strengthen key muscles most needed early in post surgical rehabilitation.
- Reduce pain with customized pre and post surgical assisted routines.
Other than providing contact information, do you have appealing offers of value that can be easily identified without reading through the text in the brochure or going on a random clicking spree on the website?
Goof #4: Format Driven, Not Content Driven
Tip: Determine the size and format of the brochure based on content. Determine website layout, graphics, and navigation based on the content.
Avoid selecting the format or website platform before you complete the content. First, determine what to say and how to say it. Only then should you select the size and length of the brochure.
King Content Evaluation:
Did you select the size and page layout before completing the content? Did you contact an agency or designer who asked you what format limitations you had before discussing your content needs? Did the agency or designer ask you to direct the copy points? An experienced results-oriented marketer will already know how to provide good strategic content after learning about what you do.
If these tips and evaluations make sense to you, we invite you to take advantage of a
Complimentary Brochure & Website Power Level Evaluation
- Learn how your brochure or website scores against your competitor's.
(Yes, your content can be objectively scored)
- Identify key strategic elements that can increase response.
- Establish an affordable print, website, or direct mail budget without sacrificing results.
Request Your Brochure and Website Power Level Evaluation Now
Thank you for reading,David C. Steinberg