Call us

Marketing materials 'should offer value' to customers

Marketing material should provide value to customers

It is important to strike the right tone when it comes to the content of your company's promotional materials, according to one marketing expert.

Writing for the Milford Daily News, Maureen O'Grady Condon of Precision Marketing Group asserted that marketing copy is "more important than ever".

A common mistake that many companies make is to go straight for the "hard sell" by focusing all their marketing materials on marketing itself.

She explained that it is essential to establish your firm's strategy and tone before enlisting a printing service to get your flyers, brochures and business cards ready for a trade show or big event.

Instead of creating brochures focused on your company to hand out at trade shows, she explained that other marketing efforts could offer greater value to your contacts and potential customers.

Ms O'Grady Condon gave the example of a furniture company that offers a complimentary white paper on how to care for wood furniture, rather than a paper about how great its products are. She explained that this tactic is more subtle and is likely to appeal to a wider audience.

She also pointed out that marketing material should be presented in a user-friendly way - breaking up text with bullet points, headings and sub-headings, and calls to action could be a way of catching the eye of a potential customer.