Marketing Materials - Do’s and Don’ts

Whilst it is very desirable to employ a marketing agency or a marketing consultant, for many smaller businesses this is a luxury that they simply cannot afford.

Consequently, drafting of leaflets, adverts and smaller brochures can often be delegated in-house and what looks a very straightforward job can develop into quite a task.  So here are some useful do’s and don’ts.  Firstly, do ensure that you have a clear message that you want to get across. Otherwise, you will simply waffle on and the material will not hit its pitch, but simply leave the reader slightly bemused (or, worse, they won’t read it through).

Secondly, do ensure that the language you use is clear and to the point.  Don’t use big words or jargon simply to demonstrate your intellectual capabilities.  People are busy: they don’t have time to waste admiring your intelligence.  And it is unlikely to win you new customers.

Thirdly, do make sure that the spelling and grammar you use are correct.  If you produce a leaflet riddled with bad punctuation and poor spelling, your marketing materials won’t attract new customers, but may well put them off.  If you aren’t certain about spelling and grammar, just use an online checking facility to polish up the end product and give it that professional air.

Finally, don’t use jokes that may backfire.  It is fine to inject a little humour, but some people are quite easily offended and you don’t want to alienate any potential customers, so play it safe and err on the side of being cautious.