Marketing Communications – Tips For Effective Marketing Workplace Communications

There are so many sellers today who are struggling to connect with their target market through their marketing communications (ads, sales letters, web content, etc.). The good thing is that you don’t need to be one of them. Here are some of the best tips to make your marketing communications more effective and more impacting:

1. Know your audience. This is a must if you want your marketing communications to be focused and highly targeted. Get to know the people that you are writing for before you even tap on your key board. Know how you can push their emotional hot buttons and the elements that can affect their buying decision. By doing so, you’ll know what words and language to use and what techniques you can utilize to better connect with your prospects.

2. Make it benefit-driven. The only thing that buyers would like to know is the benefit that they can get should they decide to make a purchase. Tell them ahead of time what’s in it for them by simply communicating the biggest selling points of your products. Tell these people how your offerings can help them advance in their careers or in improving the quality of their lives.

3. Keep it short. Most people these days have limited attention span due to their demanding lifestyle. Capture their attention by simply making your marketing communications short and direct to the point. Use as few words as possible. Also, use bullet points when writing sales letters and articles to make your content easy on the eyes and readable.

How to Build a Compelling Marketing Communications Folder

What do you give your prospects after they’ve expressed an interest in your products or services? Most small business owners simply pass out a single sales brochure. It’s much more effective to present a complete folder of information that works to further build trust and confidence. This article discusses the inserts I recommend you include in your marketing folder.

Insert #1: The Compelling Story

Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you’re not able to convey your own business passion?

The Compelling Story is just that – a short 1-page info sheet on just why you created your business. The story must be personal, engaging, and fun to read. If you can make an emotional connection with the reader, you’ll quickly build trust and confidence with your prospects.

Below are a few points to help you craft the perfect compelling story.

– Be personal – Talk about the people you’ve touched in your business

– If possible, appeal to the emotions

– Make your story fun to read

– Tell your story with passion

– Show your human side – talk about mistakes you’ve made and the lessons you’ve learned

Your Compelling Story is the perfect start to your marketing communications folder.

Insert #2: The Competition

The purpose of this insert is to summarize why people should buy from you as opposed to your competition. Summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field.

Again, make this a single sided sheet and pick just three or four points to communicate.

Insert #3: The Problem Solver

How are you are able to solve the business problems of your customers? This insert should tell the whole story.

Here’s what I suggest you include in this single-page insert.

– Define the main problems of your target market

– Describe how your product or service solves those problems

– Describe the steps needed to solve the problem

Insert #4: Product and Service Summary

In this insert, summarize your various product/ services and list the benefits of each.

Make sure you discuss the benefits, not the features. This is an important distinction. Too many companies spend their time covering product features instead of focusing on the benefits to the customer.

Insert #5: The Testimonial Page

This is the page that summarizes your best customer testimonials. Here are a few ideas for collecting customer testimonials.

1. Many customers may feel they don’t have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval.

2. After completing a successful transaction with a customer, ask them for a quick testimonial. Have them write a few sentences down on a piece of paper. It will only take a minute and they will rarely refuse if you have provided value.

3. To create more powerful copy, ask your customers to write the testimonial as if they were recommending you to a friend.

Insert #6: The Informational Article

Write a short article on a topic that is important to your customer base. Include a web URL where they can view or download the entire article at no charge. By providing free and useful information, you will build on the trust and confidence you have already established.

So there you have it – all the main components of a strong marketing communications folder. You can purchase a pocket folder with your logo and tag line printed on the front from your local print shop or a service such as VistaPrint. I recommend purchasing folders that have slots on one of the inside pockets for your business card.

Any time you have someone that expresses an interest in your products and services, mail or give them a copy of your folder. It’s a powerful marketing communication strategy that will build trust, interest, and repeat business.

Marketing Communications – What’s the Plan?

When small business owners and managers start thinking about how they need to communicate with customers, often the most important part of the process is the one that’s given little thought – planning. Without a plan it’s possible, if not likely, a business’ marketing communications will end up being haphazard, more expensive than necessary and unsuccessful.

You should include virtually everything you can think of that will help you determine the best way forward. It’s also wise to ask other people, including, if possible, some of your customers or potential customers. Sometimes you can be too close to the business to know all the answers.

What do you want to achieve through your marketing communications?

It’s always good to have something to aim at. Be specific, be measurable, be achievable and don’t be too conservative. For example, to increase my customer base by 25% in the next financial year is specific, and easy to measure and most likely achievable with a bit of a stretch. You may find you’ll have several aims – list all of them.

Who is your target customer?

Who is your ideal customer? Who is likely to want to purchase your products or services?

Try to add as much detail as possible. For example, you might decide lawyers are one of your target customers, but add to this by listing where they are located, whether you’re targeting small, medium or large firms, and whether they specialise in any particular field. Then think about who makes the decisions in your target firms or households: owners or managers, sex, age, ethnicity, etc.

This work isn’t meant to limit who you would take on as a customer. The details will simply help later when you’re developing your plan, your messages and where and how you deploy them.

What are your products or services?

This might seem obvious, but surprisingly a lot of business owners/managers don’t necessarily know much about their products and services and can’t describe them in a way that most people can understand. If there are too many to list, just list the major categories.

Why should people buy your products or use your services rather than your competitor’s (your key selling points)?

Are you the cheapest or are your products or services premium quality? Is your service exceptional? Do you have the biggest range? Do you have free delivery? Do you make a coffee for your customers while they wait? There are too many possibilities to list here but it’s a good idea to list everything that is relevant to your business.

These points are often called your unique selling proposition but I believe you don’t have to be unique to succeed in business. You just need to do what you do well, and promote yourself just as well.

Does your business have a key message (e.g. McDonalds – I’m lovin’ it)?

Personally, I like these key messages. They succinctly tell something about your business; something that the customer can expect when they walk through your door (or your virtual door, as is often the case these days.) The key message should go hand in hand with ‘why should people use you’. For example, many businesses have a key message indicating they have the lowest prices, because that is one of their key selling points.

What image is your business trying to portray?

This is another question that goes hand in hand with your key selling points and key message. Do you want to be seen as professional, stylish, cheap, glamorous, etc.? Remember, it’s no point simply trying to portray an image in words; you have to live it. In my experience, customers don’t like businesses who can’t deliver what they say they can.

What is your budget for marketing communications?

You don’t need to spend a fortune and, if you’re like most small businesses, you may want to do thing a bit at a time. Get your business cards now, then a few months later a website. Next year, invest in a flyer and start an email marketing campaign. However, don’t be stingy; not spending enough money on marketing communications can hurt your business.

What skills do you have in your small business? Can anyone write, take photos or design a website.

Ask your staff – if you have any staff – as you may be surprised. 

Luxury Homes Legal Information insurance premium Marketing Strategy E-Commerce Technology Internet Marketing Services Glass Shower Screens Top Room Flooring Homes and Gardens Building Online Courses The Best Carpet Cleaner Attorney Accessories Online Shopping Bedroom Designs Home Remedies Patio Furniture Online Home Inspector Apartment Home Landscaping Project Automotive Electrical Systems Online Boat Games Shopping for Fashion Clothes Lawyer a Debt Collector The Best Online Binary Insurance policy financial Find a Life Insurance Policy auto insurance companies Games App Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Product Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Business Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Online Product Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Sell Products Online Hotel and Travel Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Best Restaurants Chinese restaurants Vegetarian Restaurants Hotels And Resorts Best Hotel Restaurant Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Insurance Find Cheap Hotel Discounts Hotel and Travel Vacations and Travel Deals Cheap Hotels Travel Tips Travel Guides Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Cheap Holiday Travel Insurance Find Cheap Hotel Discounts Cheap Hotels and Flights Best Restaurants Chinese restaurants Vegetarian Restaurants Hotels And Resorts Best Hotel Restaurant Travel Information Cheap Flight and Hotel Packages‎ Trip Travel Insurance Compare Rates Personal Loans With Bad Credit Online Loans Personal Loans Guide Debt Consolidation Online Find a Personal Loan Debt Consolidation Services Car Insurance Home Security Home Warranties Life Insurance Medical Alerts Mortgage Rates Mortgage Refinance Personal Loans Pet Insurance Reverse Mortgages Tax Relief insurance premium Insurance Compare Cheap Car Insurance Cheap Car Insurance Insurance Coverage Insurance Company International Life Insurance Insurance policy Life Insurance Plans Insurance policy financial Commercial Insurance Principles of Insurance Find a Life Insurance Policy Car Insurance Central Insurance Companies list of insurance companies auto insurance companies health insurance companies Life Insurance Plans Insurance policy financial Commercial Insurance Web Development Webshop Seo Web Marketing Web Tool Development Websites cheap price Free Web Design SEO Consulting Services Web Marketing Web Design Web Design projects Web Developers The Complete Web Developer Web Design Jobs Online Online Web Development Course web design agency Best Web Agencies Websites Best Website Designing Service Web Design Company Free Software Download Software Top Free Software Downloads Computer Software Review Software Programs Online Video Converter Software Mp3 Converter Software Music Editing Software DVD Burning Software Video Editor Software Video Capture Software Invoicing Software Multitrack Mixing Software Checkbook Software Photo Editing Software Zip Software Image Converter Software Business Software Audio Tools Dictation & Typist Webcam Software FTP Software Accounting Software Invoice Software Inventory Software Flowchart Software Home Software Software Utilities FTP Software Dictation Software Phone System Software Converting Software Personal Finance Software Business Card Software Inventory Management Software Related Software Inventory Software Document Converter opportunity business business insider business ideas starting a business small business ideas business casual online photo editor effective video editor Simple Editor Photo graphic design social media designs developing graphics infographics design program Photo Editor’s pictures appear surreal original image Aviary Photo Editor photo editing app Service Prewedding Service Foto Studio photograph headshot portrait memory photo studio stock photos photo printing wedding photography photo gallery nature photos flowers photos best wedding photography Beautiful Island Wedding wedding photography design Real Wedding Photos Country Wedding Photos Beach Wedding Photos Vintage Wedding Photos Rustic Wedding Photos Wedding Reception Ideas Play Boat Games Online Free Mobile Games Download Free Games ordelia shoes nashville car rental game resset now Biker Rider fashion world fashion bible fashion jobs fashion designer fashion apps fashion advice fashion brands fashion books fashion buyer riden shoot rp study fashion courses fashion capital fashion clothes fashion dresses media sosial merketing Collections Jewelry Best Logistics Software Best Application Comparison Shipping Software Solutions Law Firms Compare Lawyers The Lawyer Careers Commercial Lawyer Information About Lawyer Attorneys Personal Injury Lawyers Family Law business attorneys Woman Lawyer Black Lawyer Lawyer Definition Bankruptcy Lawyers employment law foreclosure law green law Business Law Attorneys Special Education Law Sex Crimes Law The Law of Theft Crime The Law of Drug Crime Embezzlement Law Law of Domestic Violence Law of Violent Crime Gun Crime Law The Law of Teen Crimes Murder Law The Lawyer The Business Law Legal Information Attorney Best Lawyers The Best Advice Lawyer Lawyer Requirements Lawyer Employment Law Reports Best Lawyers Justice Laws Website The Law Society Justice Law Limited Personal Injury Lawyer Justice and Law Studies The Justice Law Group Law and Justice Division Justice and legal Commercial lawyer Corporate Commercial Law Criminal Justice Degree Schools Criminal Justice Online Degree Programs School of Criminal Justice Legal Information General Medical Care Medical Physicals Immunizations Medical Checkups Specialist Referrals Family Nurse Practitioners Family Medicine Internal Medicine Pediatrics Behavioral Health General Family Dentistry Dental Services Cleaning Dental Services Extractions Dental Services Crowns and Caps Dental Services Root Canals Dentures and Partials Pediatric Dental Clinic Dental Health Services General Dentistry Journal of International Dental medical and dental Dental Managers Association Dental Plans Dental Practitioners Council Dental Clinic Dental Medicine Community Health Services New Patient Packet Medical Professionals Web Development Webshop Seo Web Marketing Web Tool Development Websites cheap price Free Web Design SEO Consulting Services Web Marketing Web Design Web Design projects Web Developers The Complete Web Developer Web Design Jobs Online Online Web Development Course web design agency Best Web Agencies Websites Best Website Designing Service Software Iphone Wedding Planning Wedding Planning Guide Wedding Websites wedding planning tips Small Wedding Planning Wedding Wedding Ideas Virgin on Wedding Night wedding definition quotes wedding definition of marriage find the meaning of wedding Wedding Planning Wedding Planning Guide Wedding Websites Technology Applications Phone System Software Information Technology Spy Phone Technology download Smartphone Spy Phone Technology Logistics Software Systems Software Developers Systems Software Developers Software Engineer Software Developer Education Car Insurance Compare Cheap Car Insurance Cheap Car Insurance Insurance Company International Life Insurance Insurance policy financial Commercial Insurance Principles of Insurance Food and Nutrition Success Business Marketing and Promotion Amelia Island Living Fashion Art Music Travel and Leisure Education Certified Business Travel Global Marketing Technologies Contractor Business Systems Guide to Health Care Quality Holiday Activity Guide Clean Water for Health Quotes About Education Online Fashion Shopping Guide Alternative Health Care Network Society Gambling Experts Medical Insurance Expert Financial Advice Sports Authority Business Systems Online Business and Government