Your Marketing Package

Marketing your small business is certainly no small task. First, think about the physical collateral you'll need, such as brochures, postcards, flyers, newsletters, white papers...all right, take a breath and let's go back to the basics. Let's say you need a brochure and some dynamic web copy. Great. But this marketing package is not useful unless it accurately conveys three important things.

1. Benefits, benefits, benefits. It's easy to talk about what we do. It's also easy to explain our processes and show a potential client how we get from the first step to the last step. But what we often forget is how what we do benefits our clients. What does the client have to gain by choosing our services? Will they bring in new clients, add to the bottom line, expand their product line, or increase retention through better trained employees? Your marketing collateral must include the benefits of choosing your product or service.
2. Information. This is a no-brainer, but you must give an introduction to your products or services in your marketing collateral. Think about a beautiful, crisp brochure tucked inside a folder, along with a press release and a page of testimonials. But what if this stuff says nothing about your actual products? The potential client may have a good feeling, but they may not know why! Talk briefly about your products and services in your collateral.
3. USP. Having worked in the banking industry for fifteen years, I'm not a huge fan of acronyms. But this one is a good one - and it's easy to remember. The USP is simply your Unique Selling Proposition, or, what sets you apart from all of your competition. Let's face it: many of us provide products and services that are provided by many others. But just as you talk about benefits, you should talk about what makes you different from that competition. Do you offer a dedicated account representative? Is your experience more luxurious than your competition? Do you have the best talent working for you? Are you an expert in a certain niche or field? Think about what makes you different and capitalize on it within your marketing collateral.

These three elements will make your marketing package stand out from the others - and close the deal for your potential clients. Try thinking through each of these elements, and your marketing package will take shape.

Want to know more? Visit Blue Notebook Communications today.