Awhile back, I asked my mail list to ask any burning questions they might have regarding their marketing materials. Because this was anonymous, I do not know who asked the questions and cannot get very specific, but I am happy to share my advice.
Question #1: What type of marketing materials, business card etc. can I have for my business to make the client be “COMPELLED” to call me and want to know more????
This is a great question and it completely depends on the person and the business model. The first step is always to get very CLEAR on your marketing message and style before you delve into which tool to use. My friend and business coach, Wendi Liechty of the Casual Entrepreneur has developed a very unique process for determining your style and the best ways for you to market yourself. She offers a free initial consultation so I would recommend talking with her if you’re interested.
From my experience, people are most “compelled” to action by several factors. The first is obvious. If they’ve had an enjoyable personal encounter with you and have determined they know, like and trust you, they are more likely to purchase something from you in the future.
The second reason people are “compelled” to action if they haven’t met you personally is an “irrisistable special offer.” For example, a coupon, discount, or freebie is always a great way to generate traffic from your marketing materials. Keep in mind what your ideal client is most likely going to be interested in. An online freebie such as a special report or other specialized information is probably my favorite as once you create it, it is done and you can give it away freely. Click here for an example of a “Special Report.” This one happens to be on how to create your own “Catchy Tagline.”
A third reason people might be “compelled” to action by your marketing materials is by positioning yourself as a problem solver for their specific problem. For example, I just finished up a business card for Lisa Guzzo or Working Space Unlimited. On the back, she asked several compelling questions that connect with her general target market. She asked:
- Do you feel overwhelmed?
- Are you ready to eliminate the clutter in your life?
- Are you frustrated by not being able to find things when you need them?
- Do you feel stuck and don’t know where to start.
- Are you living in chaos?
Let us help you create an organized life.
Anyone who connects with these questions will be more compelled to call Lisa about her organizing services.
Once you get clear on your message etc., the very basic materials I would say you need for your business are a logo, business card, a basic website and some type of brochure. I happen to be partial to “Exploded Business Cards®” as they are the “Swiss Army Knife” of marketing materials with many uses, but a traditional tri-fold would work too.
Use the resources mentioned above to figure out your special offer or freebie, the compelling questions of your audience and colors (email me and I’ll send you my special color report to get you started). Start with your logo and business cards and go from there. I am more than happy to give you my two cents.
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