Why Price Isn’t the Biggest Factor on Big Deals | Inc. |


Inc.com - The Daily Resource for Entrepreneurs

Most deals aren’t won on price alone. Align your value proposition with your buyer’s strategic needs and the deal will get bigger and possibly better.This is an excerpt from Tom Searcy’s latest book, “How to Close a Deal Like Warren Buffett—Lessons from the World’s Greatest Dealmaker” written with Henry DeVries and published by McGraw-Hill, available now.

When Walmart sold Warren Buffett their McLane Company Division, which was valued at $22 billion in 2003 at the time of the sale, they made a choice they never made before—to sell a part of the company.  Was it the money? A fair question, but Walmart has plenty of money—and although the $1.45 billion cash acquisition price was a nice chunk of change—the real reason was strategic benefit.

McLane was well run, profitable and successful, but it was still the ugly stepsister of the family. It had razor-thin margins and it’s ability to grow was limited because competitors to Walmart were wary about contributing in any way to the success of their biggest rival. McLane was the weakest link in the chain for Walmart. Buffett’s transaction was quick and easy and it brought an independence that would allow investments and revenues for McLane to grow without negatively impacting Walmart’s balance sheet. This was addition by subtraction.

An outright auction may have been more financially beneficial in the short run, but Walmart wanted to keep the capability of McLane as a part of its supply and distribution.

What do you bring to a customer’s strategy? Leer más “Why Price Isn’t the Biggest Factor on Big Deals | Inc. |”

Facebook Timeline for Brands: 10 Things to Get Right

It’s here! This week Facebook finally unveiled the arrival of timeline for brand pages. A long-awaited change to the layout of Facebook pages, much welcomed by some and resistingly sneered at by others. With the announcement comes a number of significant changes to the overall format, navigation and visual layout of brand pages, including the introduction of, believe it or not, a ‘timeline’ running throughout the page and replacing the much-loved Facebook wall.

Gone too is the emphasis on landing pages, something which will no doubt come as a surprise for many brands, particularly those who invested time, resource and budget towards designing, creating and tweaking a welcome tab to present fans and new visitors with the perfect starting point and latest promotions. In light of this, one of the key features available for brands is the ability for posts to be ‘pinned’ to the top of their Timeline, with ‘pinned’ posts remaining as the first post seen until a new post is ‘pinned’ in its place.

Many page admins will see this area as the perfect place to do what landing tabs of old achieved, i.e. highlighting current promotions, news, products and campaign content, as well as providing visitors with a starting point for the page.
With Facebook announcing the 30th March as the automatic switch over date when all pages will change to Timeline, below are 10 key things brands should be focusing on in the weeks leading up to the switch…


http://socialmediatoday.com
Posted by:George Guildford






It’s here! This week Facebook finally unveiled the arrival of timeline for brand pages. A long-awaited change to the layout of Facebook pages, much welcomed by some and resistingly sneered at by others. With the announcement comes a number of significant changes to the overall format, navigation and visual layout of brand pages, including the introduction of, believe it or not, a ‘timeline’ running throughout the page and replacing the much-loved Facebook wall.

Gone too is the emphasis on landing pages,  something which will no doubt come as a surprise for many brands, particularly those who invested time, resource and budget towards designing, creating and tweaking a welcome tab to present fans and new visitors with the perfect starting point and latest promotions. In light of this, one of the key features available for brands is the ability for posts to be ‘pinned’ to the top of their Timeline, with ‘pinned’ posts remaining as the first post seen until a new post is ‘pinned’ in its place.

Many page admins will see this area as the perfect place to do what landing tabs of old achieved, i.e. highlighting current promotions, news, products and campaign content, as well as providing visitors with a starting point for the page.

With Facebook announcing the 30th March as the automatic switch over date when all pages will change to Timeline, below are 10 key things brands should be focusing on in the weeks leading up to the switch… Leer más “Facebook Timeline for Brands: 10 Things to Get Right”

The Social Media Time Suck Is Our Own Fault

The tools aren’t the problem, we are.

The tools are inert in and of themselves but we, the people operating them, are the catalyst that can realize their potential or turn them into spinning wheels and dead ends. Adapting how we work isn’t easy, but it’s necessary and it’s not new. We adapted to the phone. We adapted to the emergence of the web and email, and learned how to integrate these things into how we build and operate our companies. There’s good uses of all of those things, and there are complete wastes of time.

Social’s value is still partially hidden in – or hindered by – our adaptability and vision.

If there’s a waste of time involved, it’s based in errors of human judgment and not in the nature of social itself. But if we can envision things strategically, quit hitting the panic button, and breathe social into our businesses gradually and with some critical thought, the business case might just become easier to illustrate.

Accountability counts in business, too.


http://www.brasstackthinking.com

The Social Media Time Suck Is Our Own Fault - Brass Tack ThinkingContinuing to talk about social media as a “time suck” instead of focusing on how to better manage the investmentof time is just one way we’re going to keep marginalizing it and wondering why the leadership of organizations doesn’t take it seriously or discuss it strategically.

Everything worthwhile in business requires time. And just about anything on earth can become a waste of time if the person doing it isn’t accountable for the purpose behind it or if the strategy and implementation is considered in isolation, apart from the ripple effect it can and will have through the rest of the business. Every process, every technical solution we use from email to CRM to the telephone on our desk can be a time sink or an absolutely critical investment of effort.

We are in danger of abusing social, both in terms of asking it to shoulder the burden of our misdirected business models and in being horrifically short sighted about its gradual role in business’ overall communication evolution rather than treating it like something we desperately want to shortcut, set, and forget. Leer más “The Social Media Time Suck Is Our Own Fault”

Why You Should Embrace ‘Icky’ Sales and Marketing

If you’re in business, you’re in it to sell.

This is absolutely the first tenet. The whole purpose of being in business is to sell services or products to people who need them, allowing you to make profits in the process.

You’re in business to make money. To earn a decent living. To bring home a salary or an income that feeds your family. You’re not in this for back-pats or accolades or warm fuzzies. Praise is nice, but it doesn’t pay the bills.

Without sales, your business hits a dead end.

“But Jaaaaammes, selling is just so… so sleazy… so icky!”

Please. No it’s not. There is absolutely nothing distasteful about telling potential customers that you have something good they might be interested in. There’s nothing disgusting about promoting your products or services if you believe that what you sell is worth money.

Here’s the real truth of the matter:

If you feel uncomfortable selling, you lack faith in what you sell.

I learned this lesson long ago, and now it’s time for you to learn it too: If you don’t 150% believe that what you have to offer is worth someone’s money, then you’re going to feel unsure, uncertain and under-confident.

You’ll have trouble selling. You’ll have trouble telling people to buy – even if they really want what you have. You’ll feel awkward saying, “This is a good thing. You should get it.” You’ll feel uncomfortable asking for money because deep down, you don’t think that what you have is worth it.

Think about that a minute: If you felt 150% confident that you had an amazing offer that people should snap up right now because the deal was that good… don’t you think you’d step up to the plate?

“This is the best damned popcorn you’ll ever taste – and I swear after one buttery-sweet mouthful of this luscious stuff, you’ll never want that other crappy, over-salted dry cardboard again. Go on, try it! Have some and see for yourself!”

That’s convincing. That’s persuasive. That confident attitude makes people believe that yeah, this popcorn does seem to be better. And sure, they’ll have a try.


http://menwithpens.ca/ | Written by 

money in the hands

Icky. It’s a word that makes me shudder.

I shudder because this juvenile term is being used by fully grown adults. Business owners. People who should by now know a little more professionalism and who should speak words a touch above my 7-year-old’s current lexicon.

Really, people. Icky?

But using a childish term when you’re 40 or so isn’t what most turns me off. What really makes me roll my eyes is that some people equate ‘icky’ to a crucial aspect of business success. An aspect so integral to business survival that doing anything less than embracing it leads to fast, hard disaster:

Failure.

You see, if you’re in business, there’s really no room for ‘icky’ at all. In fact, if you start feeling ‘icky’ about an integral area of your business, you might as well just close up shop right now. Rip down your website. Turn away your customers. Because there’s just no hope.

What am I talking about? Sales and marketing, of course.

And there’s nothing ‘icky’ about it. Leer más “Why You Should Embrace ‘Icky’ Sales and Marketing”

Innovation does not start with idea generation

I’ve just finished reading a book called Intangible Capital (more on that in another post) by Mary Adams. The book does a good job describing the value and importance of knowledge, intellectual property and other intangible assets, and why innovation is key to the creation of those assets.

But that’s not the subject of today’s post. Today’s post deals with the fallacy that innovation “starts” with idea generation. I’m picking on Mary’s book because it was at hand and the latest to suggest that innovation starts with idea generation. I know this because it says so on page 85, but Mary’s writing does not stand alone. Far too often I hear people suggest or read that innovation starts with idea generation. Sorry, no – and my apologies in advance to Mary for calling out this small problem in what was otherwise a very good book.


Jeffrey Phillips

I’ve just finished reading a book called Intangible Capital (more on that in another post) by Mary Adams.  The book does a good job describing the value and importance of knowledge, intellectual property and other intangible assets, and why innovation is key to the creation of those assets.

But that’s not the subject of today’s post.  Today’s post deals with the fallacy that innovation “starts” with idea generation.  I’m picking on Mary’s book because it was at hand and the latest to suggest that innovation starts with idea generation.  I know this because it says so on page 85, but Mary’s writing does not stand alone.  Far too often I hear people suggest or read that innovation starts with idea generation.  Sorry, no – and my apologies in advance to Mary for calling out this small problem in what was otherwise a very good book.

Leer más “Innovation does not start with idea generation”

7 Easy, Low Cost Ways to Generate Leads and Keep Customers

The latest Vistage International Confidence Index results for Q2 2010 were just released on July, 2010. The good news is that small business CEOs are WAY more confident today than they were at the same time last year. Realistically, you can say that the 2500 responding CEOs were cautiously optimistic about the future.

According to the survey, small and medium sized businesses have accepted the new state of the economy and have positioned themselves to do more with less so that they can be profitable throughout the next year.

The survey also showed that CEOs hoped that their profitability would come from getting and keeping customers through innovative products and services.

Now that you’ve read that, you’re probably thinking that this sounds great, but where should you begin?

Since small business CEOs are most concerned with innovation, lead generation, and funding their future with cash instead of loans, I’ve collected the following easy, low-cost DIY Marketing strategies to help you get and keep profitable customers.


7 Easy, Low Cost Ways to Generate Leads and Keep Customers

The latest Vistage International Confidence Index results for Q2 2010 were just released on July, 2010.  The good news is that small business CEOs are WAY more confident today than they were at the same time last year.   Realistically, you can say that the 2500 responding CEOs were cautiously optimistic about the future.

According to the survey, small and medium sized businesses have accepted the new state of the economy and have positioned themselves to do more with less so that they can be profitable throughout the next year.

The survey also showed that CEOs hoped that their profitability would come from getting and keeping customers through innovative products and services.

Now that you’ve read that, you’re probably thinking that this sounds great, but where should you begin?

Since small business CEOs are most concerned with innovation,  lead generation, and funding their future with cash instead of loans,  I’ve collected the following easy, low-cost DIY Marketing strategies to help you get and keep profitable customers. Leer más “7 Easy, Low Cost Ways to Generate Leads and Keep Customers”

11 Herbs and Creative Strategic Thinking

Kentucky Fried Chicken is celebrating its 70th anniversary with a promotional discount offer. A literally-oriented marketer (if they’re at least somewhat strategic), would be thinking about, “What can we do with 70 in a promotion?” 70 pieces of chicken? 70% discount? 70 cents off? None of those really work.

Another number important to KFC is eleven – the number of herbs and spices in its original recipe. Less literal than 70 in the context of this offer, it’s still a strategically and creatively important number for the brand. A literal marketer might get to 11 pieces for $11 because it’s direct and straight-forward. Yet, that’s not the ultimate offer. Instead, it’s 11 pieces of chicken for $11.99. Sure 99 might not be connected to the KFC brand. A strategic, non-literal marketer, however, wouldn’t be stopped by that because adding the 99 cents to the price increases revenue per item by 9%


by Mike Brown

11 Herbs and Creative Strategic ThinkingBuilding on a recent post on branding warning signals, in the Brainzooming world view, creativity and creative exploration are integral to developing successful strategy. Yet in the last few years, I’ve run across many marketers gravitating toward incredibly literal – not lateral – thinking. This may reflect a crappy economy and job market where people want to follow exactly what they’re told or pick the safest path to minimize the perceived risk of being fired for pushing beyond the status quo or implementing a strategy with some room for maneuver (and potential risk) in it.

The real downsides to literal thinking arise in ho-hum strategies and uninspired customers. It’s my firm belief literal thinking also results in inferior financial performance. Outside of direct marketing strategies, however, it can be tough to demonstrate the financial downside of play-it-safe marketing. Leer más “11 Herbs and Creative Strategic Thinking”

5 Signs Your Brand is in Trouble

Telling employee to not think but just act

A disdain for thinking certainly runs through the other items on the list. When senior executives are telling people to not over-think and just get on with stuff, it’s a clear warning sign. Maybe it is a slow-moving organization stalling innovation efforts which are ready to be implemented. But a “don’t think, do” motto is used frequently as an excuse to not consider an appropriate variety of fact-based strategic options or to avoid exposing flawed strategies when they should be modified or shot down. This warning sign is a harbinger of hearing the age old cop-out, “I was just following orders.”

Using policy in place of good decision making

Making decisions in a challenging business situation is hard, especially for a big corporation. It means having to think through the ripple effects of decisions or adapting decision making principles to many situations based on specific issues at hand. An alternative, which can be overused, is to take the easy way out and enforce strict policy to displace strategic decision making. For example, telling every department to cut its budget 25% when the smarter strategic approach is really understanding critical business areas and making strategic decisions to fit each situation. Leading with policy over decision making is fast, but it’s sloppy and potentially crippling when used too frequently.


by Mike Brown

5 Signs Your Brand is in TroubleSeveral years ago I started doing a presentation on lessons in turnaround brand building. The presentation features strategic lessons in raising a brand from the brink of collapse to tremendous success. The lessons are applicable to not only brands, but also to departments in companies, projects, and even personal life.

With the subsequent dramatic economic meltdown, many once-stellar brands have disappeared for various reasons and a new niche has developed in predicting which brands will vanish in the near-term.

In these cases, any type of attempted strategic brand turnaround has obviously failed. In my own corporate experience, I witnessed a significant unraveling of the incredible turnaround and brand building work that had been done. As an early step in refreshing and re-orienting the turnaround branding content, here are five observations about what happens to strategic thinking when a brand is in distress. Consider these early warning signs for a potential brand collapse:

Detaching from the brand’s strategic foundation

When the economy is in crisis, it seems almost fashionable to abandon strategic efforts. That’s a dangerous strategy (or absence of one). I met with a CEO last year who said outright his business wouldn’t be doing ANYTHING strategic for at least six months. What a complete misunderstanding of the concept! The company was engaged in all kinds of financial maneuvers (which were strategic, albeit near-term) to survive while ignoring the very strategic upside opportunities it couldn’t afford to put off if it were going to turn around its fortunes. Leer más “5 Signs Your Brand is in Trouble”

Avoid the Overlapping Value Proposition

No brand is immune to competition. Even market leaders have their nemesis, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming complacent. In always trying to outdo each other, the companies push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit (or enjoy).

Competitive analysis begins in much the same way a company would evaluate its own brand. You can examine your competitor’s value proposition in I3 terms based on their marketing claims. Find out exactly what they are saying that gives them an edge from their competition and compare that to your own unique selling points. If both of you are claiming the same thing, you end up canceling each other out on that factor, all other things remaining equal. I call this the overlapping value proposition: two companies making equally valid claims to a differentiator, neutralizing each other in the market on that attribute.


No brand is immune to competition. Even market leaders have their nemesis, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming complacent. In always trying to outdo each other, the companies push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit (or enjoy).

Competitive analysis begins in much the same way a company would evaluate its own brand. You can examine your competitor’s value proposition in I3 terms based on their marketing claims. Find out exactly what they are saying that gives them an edge from their competition and compare that to your own unique selling points. If both of you are claiming the same thing, you end up canceling each other out on that factor, all other things remaining equal. I call this the overlapping value proposition: two companies making equally valid claims to a differentiator, neutralizing each other in the market on that attribute. Leer más “Avoid the Overlapping Value Proposition”

Finding Your First Clients


Once you become better known in your profession, clients will constantly come to you instead of you looking for them. You’ll often be so busy with work and won’t need to market yourself as often.

But, what do you do when you’re just starting out or not well known? Before you begin getting clients, it can be tough to figure out what to do all day. That’s the perfect time to make yourself well known.

Finding clients is different for everyone and what works for some doesn’t always for others. However, I’d like to share several of the ways I got work in the beginning.

http://www.amberweinberg.com/finding-your-first-clients/

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Selling is Not Smoke and Mirrors

There used to be a time when ads had to be written with hyperbole. ‘Amazing,’ ‘Miraculous’ and ‘Spectacular’ made common appearances in old print ads, usually in large bold letters. Add to that a few more impressive, flowery phrases and an image of a person with a wide-mouthed smile, and the product was almost as good as sold.

Selling meant singing nothing but praises, and getting customers to buy was the only end point for marketing efforts.

And then… it changed. Over the years, sales and marketing have become quite sophisticated due in part to evolving consumer behaviors and expectations. Today’s customers are not as so easily wowed by “smoke and mirrors”. It is not enough that marketers say their product is the best. Even ‘New!’ doesn’t work as well any more. We live in an over-saturated — over-messaged – marketplace. Nothing is really new, and every trick in the book has already been tried and tested. Smoke and mirrors, flowery words and calls to action do nothing except annoy consumers and make them ignore the product being promoted in that way. Of course, direct marketing and hard sells live on in the world of infomercials – but fundamental brand advertising has changed.


There used to be a time when ads had to be written with hyperbole. ‘Amazing,’ ‘Miraculous’ and ‘Spectacular’ made common appearances in old print ads, usually in large bold letters. Add to that a few more impressive, flowery phrases and an image of a person with a wide-mouthed smile, and the product was almost as good as sold.

Selling meant singing nothing but praises, and getting customers to buy was the only end point for marketing efforts.

And then… it changed. Over the years, sales and marketing have become quite sophisticated due in part to evolving consumer behaviors and expectations. Today’s customers are not as so easily wowed by “smoke and mirrors”. It is not enough that marketers say their product is the best. Even ‘New!’ doesn’t work as well any more. We live in an over-saturated — over-messaged – marketplace. Nothing is really new, and every trick in the book has already been tried and tested. Smoke and mirrors, flowery words and calls to action do nothing except annoy consumers and make them ignore the product being promoted in that way. Of course, direct marketing and hard sells live on in the world of infomercials – but fundamental brand advertising has changed. Leer más “Selling is Not Smoke and Mirrors”

Recession Survival Tips For Online Businesses

* By Kate Davies

In a recession, companies go one of two ways: either they become the cautious cat, adopting a wait-and-see attitude, spending carefully on their marketing and less overall, cutting back, or they become the ferocious lion, bold, taking advantage of their competitors’ caution to seize opportunities in the tough market.

Whatever your approach, remember that Web marketing is a great investment during a recession. Online marketing, though a short-term endeavor, is quick to set up, measurable and, as a result, easily optimizable. It can be infinitely better than a lock-in marketing strategy or partnership, especially in a poor economic climate.

Here are three Recession “R”s, to help your business take advantage of online marketing in this challenging time. Rework, Revisit, Reach Out: let’s take a closer look at survival tips and strategies for online marketing.

Survival1 in Recession Survival Tips For Online Businesses
Illustration by Simon Newton

[Offtopic: by the way, did you already get your copy of the Smashing Book?]
Rework

Apart from the occasional spring clean, no one really enjoys housekeeping because it feels like hard work. However, a spring clean or review of your website could reveal some hidden strengths and allow you to address some simple yet fundamental drawbacks.


In a recession, companies go one of two ways: either they become the cautious cat, adopting a wait-and-see attitude, spending carefully on their marketing and less overall, cutting back, or they become the ferocious lion, bold, taking advantage of their competitors’ caution to seize opportunities in the tough market.

Whatever your approach, remember that Web marketing is a great investment during a recession. Online marketing, though a short-term endeavor, is quick to set up, measurable and, as a result, easily optimizable. It can be infinitely better than a lock-in marketing strategy or partnership, especially in a poor economic climate.

Here are three Recession “R”s, to help your business take advantage of online marketing in this challenging time. Rework, Revisit, Reach Out: let’s take a closer look at survival tips and strategies for online marketing.

Survival1 in Recession Survival Tips For Online Businesses
Illustration by Simon Newton

[Offtopic: by the way, did you already get your copy of the Smashing Book?]

Rework

Apart from the occasional spring clean, no one really enjoys housekeeping because it feels like hard work. However, a spring clean or review of your website could reveal some hidden strengths and allow you to address some simple yet fundamental drawbacks. Leer más “Recession Survival Tips For Online Businesses”

How David Can Beat Goliath

The story of David and Goliath is, of course, a classic Biblical story. Some of you might have heard it at Sunday School when you were kids.

The headline would read: “Shepherd boy defeats giant, using only slingshot and a few carefully chosen stones!”

The story is often told as a metaphor for the victory of the underdog — how a small, usually insignificant entity can overthrow the dominating opposition.

In the realm of marketing and sales, the Davids are small businesses while the Goliaths are big, established brands. The latter overshadows its little competitors by their sheer size and reach. Everyone knows about Starbucks, what to buy there and how much it costs. The same cannot be said for the local café down the other block.


The story of David and Goliath is, of course, a classic Biblical story. Some of you might have heard it at Sunday School when you were kids.

The headline would read: “Shepherd boy defeats giant, using only slingshot and a few carefully chosen stones!”

The story is often told as a metaphor for the victory of the underdog — how a small, usually insignificant entity can overthrow the dominating opposition.

In the realm of marketing and sales, the Davids are small businesses while the Goliaths are big, established brands. The latter overshadows its little competitors by their sheer size and reach. Everyone knows about Starbucks, what to buy there and how much it costs. The same cannot be said for the local café down the other block. Leer más “How David Can Beat Goliath”

How’s Your Website’s Landing Page?

Question: Is your value proposition reflected in your landing page? Can people tell right away:

* What you are offering?
* Who you wish to appeal to?
* Why they would be interested in your offer?
* What they need to do to participate/purchase?

If you own a website, a particular challenge that you’ll face is how you can be found amidst a throng of like-minded individuals who are also grappling for a potential customer’s attention in this free-for-all space. What will make you stand out from the rest? What will set you apart?

As trivial as it may seem, first impressions really do last, so look your best the first time. And this is where landing pages, the first thing that they will see, will play a crucial role in your business.


August 6, 2010

Question: Is your value proposition reflected in your landing page? Can people tell right away:

  • What you are offering?
  • Who you wish to appeal to?
  • Why they would be interested in your offer?
  • What they need to do to participate/purchase?

If you own a website, a particular challenge that you’ll face is how you can be found amidst a throng of like-minded individuals who are also grappling for a potential customer’s attention in this free-for-all space. What will make you stand out from the rest? What will set you apart?

As trivial as it may seem, first impressions really do last, so look your best the first time. And this is where landing pages, the first thing that they will see, will play a crucial role in your business. Leer más “How’s Your Website’s Landing Page?”

Are Your Marketing Materials Consistent?

So you started your business with a clear mission, vision and values. You know your objectives, and you’re excited to implement your marketing strategies.

You know you need to build your communications based on your value propositions, so you look at some of the most commonly used marketing materials and decide which ones you’ll create for your company such as brochures, newsletters, product sheets, and business cards.

With a copywriter and a great graphic designer, it should be easy right? So why do we still see some inconsistent marketing messages in some marketing materials?

The importance of consistent look and feel

A few weeks ago I was at a mall with a friend and we were handed out these brochures and flyers by a real estate developer. At first look they were pretty nice, but after reading through the materials I spotted several grammatical errors and inconsistencies in the contact information. At home I checked their site to look at photos of the residential housing units they’ve developed and saw the same inconsistencies, this time including themes and colors.

As a marketer and writer, I’ve developed an eye for these things, and this tells me that as business owners, marketers and salespersons need to be reminded of the importance of the consistent look and feel of all marketing materials. These materials are the ‘face’ of the company, so it’s important that they deliver the right, consistent messages in order to be attractive and effective. Some guidelines:


So you started your business with a clear mission, vision and values. You know your objectives, and you’re excited to implement your marketing strategies.

You know you need to build your communications based on your value propositions, so you look at some of the most commonly used marketing materials and decide which ones you’ll create for your company such as brochures, newsletters, product sheets, and business cards.

With a copywriter and a great graphic designer, it should be easy right? So why do we still see some inconsistent marketing messages in some marketing materials?

The importance of consistent look and feel

A few weeks ago I was at a mall with a friend and we were handed out these brochures and flyers by a real estate developer. At first look they were pretty nice, but after reading through the materials I spotted several grammatical errors and inconsistencies in the contact information. At home I checked their site to look at photos of the residential housing units they’ve developed and saw the same inconsistencies, this time including themes and colors.

As a marketer and writer, I’ve developed an eye for these things, and this tells me that as business owners, marketers and salespersons need to be reminded of the importance of the consistent look and feel of all marketing materials. These materials are the ‘face’ of the company, so it’s important that they deliver the right, consistent messages in order to be attractive and effective. Some guidelines: Leer más “Are Your Marketing Materials Consistent?”