Creating Powerful Marketing Literature

How to create

powerful marketing

literature.

1. plan2. angle3. copy4. design5. distribution

Why does mostmarketing fail to pull the response it should?

blah…blah… blah

3…2…1…

busy audience

busy audience

we, we, we…

“you want me to what?”

“ excuse me?

”

7, 12, 21, 24

“ And we do this… and this…

and this…”

focus?

“ Who do you

think I am? ”

“ expect me to

take you seriously? ”

Format inappropriate

unrealistic expectations

How to make your literature more effective

1. plan2. angle3. copy4. design5. distribution

plan

What do you want to achieve?

What are you producing?

What do you need it for?

who?

What’s your deadline?

Set SMART objectives

SpecificMeasurableAchievableRelevantTimed

specific?

measurable?

achievable?

relevant?

timed?

Five-9 Solutions

24% response

angle

Your proposition (angle) needs to Break through the clutter and Demand the attention of your customer. A strong, clearproposition is the driver for Marketing communications that deliver increased sales and response. The Institute of Direct Marketing

SPIN

SituationProblemImplicationNeed

who exactly are you talking to?

Your customer archetypes

motivations?

motivations

needs?

expectations?

SPIN

SituationProblemImplicationNeed

SPIN

Do you have a powerful angle?

Better/ different than competitors?

Can we deliver?

powerful copy

What do you want people to know, think, do?

you not we

aidca

attentioninterestdesireconviction

action

grabattention

generateinterest

create desire

show theproduct

buildconviction

testimonial

guarantee

trade body

design

call toaction

Big, bold, clear

appropriate

Grow Your Business: 800+ visitors

format

impactfulimpactful

impressiveimpressive

Designdesign

2/3

£225

sell a lifestyle

grab attention

evoke emotion

attract

set the tone

make sense

professionalism

And the difference adding colour can make…(website)

builds trust

stand out

how to…

fonts

colours

layout

images

style

cut the clutter

action

emote

on brand

What brands do they love?

distribute with impact

Lists: Yours vs. publication

6%

named contacts

tailor

delivery…

fulfill fast

letter

repeat

personalise

integrate

How to create

powerful marketing

literature.

1. plan2. angle3. copy4. design5. distribution

action plan

If you found this useful…

Marketing Planning 3rd

3rd Decemberwww.marvellousworkshops.co.uk

Fiona Humberstone runs printing.com in Guildford which helps businesses with their brand and marketing communications.

Fiona is the author of the forthcoming book: Exhibit Profitably and runs regular workshops and events around the South East. If you’d like to book Fiona for a one to one consultation or to speak at your company or group please email fiona.humberstone@printing.com