When it comes to any type of promotion there is one part that makes or breaks it no matter what you do and no matter what you spend on it. That is quite simply what the person reading it sees.
When it comes to creating promotional material we can spend a lot of time with it and we can get very focused on how it looks, the font, the words, the images and send it out and after all the effort we find it can be completely hopeless in getting a return, unless we look at it from the eyes of the person receiving it.
When I first started out as a Manager over twenty years ago, I was running a sports store and the owner of the chain came to me one time and said “Greg, you’ve done a good job your store looks great, but I want to show you something”. He led me out the front of the store and we stood five meters away looking at what the customer sees when he was near our store. I was disappointed to find out that after we spent hours making sure everything was right and that every rack and fixture was full, we could see plainly that next to the front door were two nearly empty racks. From where I looked every day – which was inside the store – the store looked fantastic, but the first impression the customer got was that we were running out of stock.
Recently I was with a client who was telling me about their promotional actions and what they were trying to project to their clients. We talked about their website, their Social Media, and their other Internet Marketing, they also mentioned that they advertised in airline magazines. A week later my wife was flying home from Sydney and saw one of their ads in the on-flight magazine and when she came back she told me what she saw in their ads, which was exactly the opposite to what they were trying to say to their customers.
At the end of the day advertising is simply a communication to your clients about what you do and what you can offer them, so you need to make sure that the communication that they receive is what you want to say.
After you complete a promotional piece try and take a look from the client’s viewpoint and see if it says to them what you are trying to say. If you can hand a sample to a couple of people and ask what they see you might just turn a potential disaster into a winner for your business.
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(c) Digital Tiger 2015Read More