You certainly hope that your small business or company will last as long as you will. However, creating a successful business that can withstand the test of time can be a real challenge. It is hard to maintain a great reputation and a reliable brand name for decade after decade. However, if your business is your passion, then we understand how crucial this indeed is.
One secret of successful small businesses is that they are consistently effective in their marketing efforts. One even bigger secret of successful small businesses is that their advertising strategy remains the same year after year. This is because they made sure to get it correct the first time. A good company doesn’t publicly flip-flop around different ad campaigns. This is not effective at establishing your business as a memorable brand.
How do you create marketing materials that can withstand the test of time? Here are some tips:
- Perfected Copy – The text on your initial marketing materials should be so flawless and timeless that it does not require any updating or revamping down the road. Excellent ad copy is not time specific, but rather conveys the fact that your company consistently provides quality services or products.
- A Memorable Logo – Wonder why companies like Coca-Cola or Apple have not changed their logo over the years? It’s because they simply don’t need to – they got it right the first time. A memorable logo should be able to carry your company for hundreds of years, not just ten or fifteen.
- Slogans and Themes – Ensure that your brand is memorable by maintaining consistent slogans and themes. Your brand’s identity should not change with the seasons. Your promotions, specials, or discounts may indeed change on a monthly basis, but the overall manner in how you present them to the public should remain constant.
Remember, companies that stand up to the test of time do so because they are able to consistently keep customers coming back for more. Moreover, they create a recognizable brand image that the public associates with happy feelings and emotions. Never simply throw your marketing materials together. Take time to ensure that they are of the utmost quality, just like your company.
Are you gearing up to assemble your next round of promotional materials? We wish you the absolute best of luck, especially where your text and descriptions are concerned. Unfortunately, when it comes to promotional materials, the same mistakes are made over and over again. To avoid becoming a marketing mishap, here are five phrases to eliminate from your promotional materials.
- “We are Among the Best” – Why would you declare your competitors to be your equals, let alone potentially “the best?” Don’t feel the need to censor your overwhelming pride in your business or your brand. Declare yourself the best and nothing less!
- “Despite Popular Belief…” – Avoid sentences that qualify your company’s claims about their quality. For example, you don’t need to preface “Our shoe factory is the state’s best shoe factory” with “Unlike what you may have heard.” Don’t put doubt into your potential clients’ heads. Your promotional materials should leave them believing that they have never felt anything besides enthusiasm for your company or brand.
- “If You’re Not Satisfied…” – Avoid “no” speak. Sentences should always be positive, never negative. Even if you are setting up a money-back guarantee, try to use more positive language. For example, you could state, “Although you will be satisfied, we provide a money-back guarantee for all of our valued customers.”
- “Our Happy Employees” Avoid any text that labels your employees as “hard working” or “content with their jobs.” While your employees may indeed be very industrious and pleased with their careers, they are not Santa’s elves. Using them as marketing tools is dehumanizing, and your clients will pick up on that sentiment.
- “Our Product is Better than Their Product” – While you should certainly identify yourself as the leading resource in your market or field, avoid naming specific companies or products. No one likes a negative gossip, and bashing your competitor can often come across as annoying to potential customers or clients. You can gently hint that your rival companies are inferior, but don’t single anyone out. It’s petty.
If you can avoid these five marketing blunders, your marketing and promotional materials should turn out wonderfully and successfully.