The Secrets I Share By Nadine Larder

“Brandtragic” Marketing – Your Marketing Could Be Scaring Customers Away

Group of Marketing related words. Part of a series of business cIf good marketing builds good business, what does “bad marketing” accomplish, besides making you look bad? Cutting corners and trying to trim costs with “do it yourself” marketing could be hurting your business more than helping it. It’s definitely reason to seek the help of a professional for your next marketing project, let me explain.

There are no second chances at first impressions and the marketing plans for any business should include plans to make the best first impression possible. There are ways to cut corners and keep marketing costs to a minimum, but the design and presentation shouldn’t be where you trim or scrimp.  Your image is as stake.  The presentation of your marketing materials is no less important than the beautiful presentation of a dish in a fancy restaurant and how you feel about your dining experience.  The food is so much more appetizing and tastes better because it looks so much better than if the same ingredients were thrown together on a plate without care and attention to detail. Presentation is everything!

A great way to cut corners and costs on your marketing materials is by having custom marketing templates created by a professional graphics designer that can easily be modified anytime your marketing message changes.  You’ll save a ton on design fees by staying consistent with your design and you’ll improve your response rate and your branding by staying consistent with similar design elements on every marketing piece. Win/Win!  And by the way, did I mention that I own a printing company?  Trust me, this is the way to save big on marketing expenses.

When it comes to “presentation”, there’s nothing worse than printed-at-home marketing materials.  Seriously, it’s tacky and if you’re handing them out, stop doing that.  It makes you look like you’re not committed to your business and aren’t willing to commit to professional printing.  If you’re not committed enough to have a professional marketing presentation, it’s going to be difficult to convince others to commit. If you don’t have professionally printed marketing materials, it’s a hobby, not a business.  I don’t know about you, but I feel much better about doing business with companies I know are going to be around to support whatever it is I’m buying. Your print marketing gives the people receiving it a first impression of the professionalism or your business.

Print in bulk.  The most expensive part of any print marketing piece is the set-up.  The cost difference between 500 and 1000 of most print marketing pieces is minimal and a drastic savings on a per piece basis.  If you are planning on a postcard mailing, print double and mail the same postcard twice.  It will improve your response rate, it will solidify your marketing message due to the repetition and you don’t have to send them one after another.  Rotate your marketing pieces, especially the ones that get the best results.  If you don’t notice that the pizza ad is usually the same ad over and over, nor will the people you’re marketing to.  If you do notice the ad repeats, you as the consumer know what to expect and how to take advantage of specials and are probably a great customer.  Win!

When you hand out business cards that are see-through and flimsy, you’re making yourself look bad.  I’ve experienced receiving a “business card” at a business networking event on a scrap of paper.  Seriously?  Business cards need to be printed on thick paper with UV coating on them.  Nothing less than 14pt is acceptable to me.  My personal business card is printed on 16pt card stock and I have a matte UV finish, it’s the same business card you can get for $69.

Some local print shops print on 12pt. card-stock, to me that’s too thin.  I want paper that’s too thick for me to have printed it myself and I don’t want it to smear if something spills on it, a clear sign of a printed-at-home business card.

Your business card is your least expensive marketing piece and the one you will distribute most frequently.  Invest in good printing, now days with digital printing offering such great quality you can get a 1000 nice business cards for $69 bucks!

Keep your business from having “brandtragic” marketing by investing in making sure you create a great first impression.

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