How to create powerful  marketing  literature.
<ul><li>1.  plan </li></ul><ul><li>2.  angle </li></ul><ul><li>3.  copy </li></ul><ul><li>4.  design </li></ul><ul><li>5. ...
<ul><li>Why does most </li></ul><ul><li>marketing  fail  to  </li></ul><ul><li>pull the response it  </li></ul><ul><li>sho...
<ul><li>blah … blah …  </li></ul><ul><li>blah </li></ul>
<ul><li>3…2…1… </li></ul>
<ul><li>busy audience </li></ul>busy audience
<ul><li>we, we, we… </li></ul>
<ul><li>“ you want me </li></ul><ul><li>to what? ” </li></ul>
<ul><li>“   excuse me?  ” </li></ul>
<ul><li>7, 12, 21, 24 </li></ul>
<ul><li>“   And we do  </li></ul><ul><li>this… and this…  </li></ul><ul><li>and this… ” </li></ul>
<ul><li>focus? </li></ul>
<ul><li>“   Who do you  </li></ul><ul><li>think I am?  ” </li></ul>
<ul><li>“   expect me to  </li></ul><ul><li>take you  </li></ul><ul><li>seriously?  ” </li></ul>
<ul><li>Format  </li></ul><ul><li>inappropriate </li></ul>
<ul><li>unrealistic  </li></ul><ul><li>expectations </li></ul>
<ul><li>How to make  </li></ul><ul><li>your literature  </li></ul><ul><li>more  effective </li></ul>
<ul><li>1.  plan </li></ul><ul><li>2.  angle </li></ul><ul><li>3.  copy </li></ul><ul><li>4.  design </li></ul><ul><li>5. ...
<ul><li>plan </li></ul>
<ul><li>What do you want to achieve? </li></ul>
<ul><li>What are you producing? </li></ul>
 
 
<ul><li>What do you need it for? </li></ul>
 
who?
<ul><li>What’s your deadline? </li></ul>
<ul><li>Set  </li></ul><ul><li>SMART  </li></ul><ul><li>objectives </li></ul>
<ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A chievable </li></ul><ul><li>R elevant </li></ul><ul><l...
<ul><li>specific? </li></ul>
<ul><li>measurable? </li></ul>
achievable?
<ul><li>relevant? </li></ul>
<ul><li>timed? </li></ul>
<ul><li>Five-9 Solutions </li></ul><ul><li>24%  response  </li></ul>
 
 
<ul><li>angle </li></ul>
<ul><li>Your proposition  (angle)  needs to  </li></ul><ul><li>Break through the clutter and  </li></ul><ul><li>Demand the...
SPIN <ul><li>S ituation </li></ul><ul><li>P roblem </li></ul><ul><li>I mplication </li></ul><ul><li>N eed </li></ul>
who exactly are you talking to?
<ul><li>Your customer  </li></ul><ul><li>archetypes </li></ul>
<ul><li>motivations? </li></ul>motivations
<ul><li>needs? </li></ul>
expectations?
SPIN <ul><li>S ituation </li></ul><ul><li>P roblem </li></ul><ul><li>I mplication </li></ul><ul><li>N eed </li></ul>
SPIN <ul><li>Do you have a powerful angle? </li></ul>
<ul><li>Better/  </li></ul><ul><li>different than  </li></ul><ul><li>competitors? </li></ul>
<ul><li>Can we deliver? </li></ul>
 
powerful  copy
<ul><li>What do you  </li></ul><ul><li>want people  </li></ul><ul><li>to know, think, do? </li></ul>
<ul><li>you not we </li></ul>
 
 
 
<ul><li>aidca </li></ul>
<ul><li>a ttention </li></ul><ul><li>i nterest </li></ul><ul><li>d esire </li></ul><ul><li>c onviction </li></ul><ul><li>a...
grab attention
generate interest
create   desire
<ul><li>show the </li></ul><ul><li>product </li></ul>
 
 
build conviction
<ul><li>testimonial </li></ul>
 
<ul><li>guarantee  </li></ul>
trade  body
<ul><li>design </li></ul>
 
 
 
call to action
<ul><li>Big, bold, clear </li></ul>
 
 
<ul><li>appropriate </li></ul>
Grow Your Business: 800+ visitors
 
format
<ul><li>impactful </li></ul>impactful
 
 
impressive impressive
 
 
Design design
<ul><li>2/3 </li></ul>
<ul><li>£225 </li></ul>
<ul><li>sell a  </li></ul><ul><li>lifestyle </li></ul>
 
<ul><li>grab attention </li></ul>
 
<ul><li>evoke emotion </li></ul>
 
attract
set the  tone
make  sense
<ul><li>professionalism </li></ul>
 
 
And the  difference  adding colour  can make… (website)
builds  trust
<ul><li>stand  </li></ul><ul><li>out </li></ul>
how  to…
<ul><li>fonts </li></ul>
<ul><li>colours </li></ul>
<ul><li>layout </li></ul>
<ul><li>images </li></ul>
<ul><li>style </li></ul>
<ul><li>cut the clutter </li></ul>
<ul><li>action </li></ul>
emote
<ul><li>on brand </li></ul>
<ul><li>What brands do they love? </li></ul>
 
 
 
 
distribute with  impact
<ul><li>Lists:  </li></ul><ul><li>Yours vs. publication </li></ul>
<ul><li>6% </li></ul>
named  contacts
<ul><li>tailor </li></ul>
delivery …
<ul><li>fulfill fast </li></ul>
<ul><li>letter </li></ul>
<ul><li>repeat </li></ul>
<ul><li>personalise </li></ul>
<ul><li>integrate </li></ul>
How to create powerful  marketing  literature.
<ul><li>1.  plan </li></ul><ul><li>2.  angle </li></ul><ul><li>3.  copy </li></ul><ul><li>4.  design </li></ul><ul><li>5. ...
action  plan
If you found this useful… <ul><li>Marketing Planning 3 rd </li></ul><ul><li>3rd December </li></ul><ul><li>www.marvellousw...
<ul><li>Fiona Humberstone runs printing.com in Guildford which helps businesses with their brand and marketing communicati...
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Creating Powerful Marketing Literature

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The Slideshow from Fiona Humberstone's Creating Powerful Marketing Literature workshop

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  • The copy isn’t persuasive enough
  • fails to capture attention
  • It’s easy to be apathetic, got to grab them by the balls!
  • Focused on the company not the customer
  • Not clear enough what people need to do
  • Language too technical
  • Not persistent enough. How many times do you need to ‘touch’ someone with marketing. Integrate it. Don’t rely on one method alone
  • Confusing - too many propositions. Did I tell you about …
  • No clear focus or goal
  • Customer profile not thought through so ends up being irrelevant
  • Design failed to send out the right signals Clown pic?
  • Leaflet when it should be a brochure. Let the copy and purpose dictate the format, not the budget!!!
  • What do you need to produce? Revisit later whether what you need is actually what you need…
  • What do you need to produce? Revisit later whether what you need is actually what you need…
  • Why do you need this piece of marketing literature?
  • People always underestimate time needed for copy and design. Leave yourself plenty of time so you’re not rushing…
  • exercise
  • More business? How much more?
  • How can you quantify?
  • Extra resources? Capabilities and budget yourself?
  • BREAK?
  • When it comes to marketing propositions most customers are asking left ‘so what’? Lousy propositions lead to lousy marketing and fewer sales. Your proposition needs to break through the clutter and demand the attention of your customer. A strong clear proposition is the driver for marketing communications that deliver increased sales and response. The Institute of Direct Marketing
  • What motivates people to buy - greed or desperation usually! Why would they buy in this marketplace? Why are your products or services essential to your clients during this recession?
  • What do they need right now? More time? Business? Sales? Staff? Fun????
  • What do they expect of your business?
  • Who are your competitors. How are you different?
  • What are the benefits of what you do. Which ones are relevant to your target audience? Which ones are relevant to this recession?
  • What do they need to know?
  • What do you want me to know? Pad out your headline, support it
  • Must have it now! Nice idea - do I really want/ need it?
  • How can I be sure I’m not making a mistake?
  • Clever formats will cut through the clutter
  • Design, finish etc
  • 10 mins. Brainstorming. What’s right, what’s wrong with this letter?
  • USING DESIGN TO IMPROVE THE ‘PULL’ OF YOUR MARKETING
  • Two thirds of businesses that don’t use design have to compete on price.
  • How much your turnover will increase by for every £100 you spend on design The Design Council
  • Use design to evoke emotion
  • Use design to your target audience
  • Design increases how professional you’ll look
  • Use photographs
  • Image should reflect what you’re selling
  • Clear call to action
  • Sell a lifestyle as well as a product
  • Always, always keep your literature on brand
  • Who else is talking to these people? How do they do it? What works and what doesn’t?
  • Use audience profile to find similar people. No point in mailing to randoms!
  • Fulfill responses quickly
  • Send with a letter
  • Repeat the mailing
  • Repeat the mailing
  • Integrate with other marketing activity
  • Save £20 when you book today
  • Creating Powerful Marketing Literature

    1. 2. How to create powerful marketing literature.
    2. 3. <ul><li>1. plan </li></ul><ul><li>2. angle </li></ul><ul><li>3. copy </li></ul><ul><li>4. design </li></ul><ul><li>5. distribution </li></ul>
    3. 4. <ul><li>Why does most </li></ul><ul><li>marketing fail to </li></ul><ul><li>pull the response it </li></ul><ul><li>should? </li></ul>
    4. 5. <ul><li>blah … blah … </li></ul><ul><li>blah </li></ul>
    5. 6. <ul><li>3…2…1… </li></ul>
    6. 7. <ul><li>busy audience </li></ul>busy audience
    7. 8. <ul><li>we, we, we… </li></ul>
    8. 9. <ul><li>“ you want me </li></ul><ul><li>to what? ” </li></ul>
    9. 10. <ul><li>“ excuse me? ” </li></ul>
    10. 11. <ul><li>7, 12, 21, 24 </li></ul>
    11. 12. <ul><li>“ And we do </li></ul><ul><li>this… and this… </li></ul><ul><li>and this… ” </li></ul>
    12. 13. <ul><li>focus? </li></ul>
    13. 14. <ul><li>“ Who do you </li></ul><ul><li>think I am? ” </li></ul>
    14. 15. <ul><li>“ expect me to </li></ul><ul><li>take you </li></ul><ul><li>seriously? ” </li></ul>
    15. 16. <ul><li>Format </li></ul><ul><li>inappropriate </li></ul>
    16. 17. <ul><li>unrealistic </li></ul><ul><li>expectations </li></ul>
    17. 18. <ul><li>How to make </li></ul><ul><li>your literature </li></ul><ul><li>more effective </li></ul>
    18. 19. <ul><li>1. plan </li></ul><ul><li>2. angle </li></ul><ul><li>3. copy </li></ul><ul><li>4. design </li></ul><ul><li>5. distribution </li></ul>
    19. 20. <ul><li>plan </li></ul>
    20. 21. <ul><li>What do you want to achieve? </li></ul>
    21. 22. <ul><li>What are you producing? </li></ul>
    22. 25. <ul><li>What do you need it for? </li></ul>
    23. 27. who?
    24. 28. <ul><li>What’s your deadline? </li></ul>
    25. 29. <ul><li>Set </li></ul><ul><li>SMART </li></ul><ul><li>objectives </li></ul>
    26. 30. <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A chievable </li></ul><ul><li>R elevant </li></ul><ul><li>T imed </li></ul>
    27. 31. <ul><li>specific? </li></ul>
    28. 32. <ul><li>measurable? </li></ul>
    29. 33. achievable?
    30. 34. <ul><li>relevant? </li></ul>
    31. 35. <ul><li>timed? </li></ul>
    32. 36. <ul><li>Five-9 Solutions </li></ul><ul><li>24% response </li></ul>
    33. 39. <ul><li>angle </li></ul>
    34. 40. <ul><li>Your proposition (angle) needs to </li></ul><ul><li>Break through the clutter and </li></ul><ul><li>Demand the attention of your </li></ul><ul><li>customer . A strong, clear </li></ul><ul><li>proposition is the driver for </li></ul><ul><li>Marketing communications that </li></ul><ul><li>deliver increased sales and </li></ul><ul><li>response . </li></ul><ul><li>The Institute of Direct Marketing </li></ul>
    35. 41. SPIN <ul><li>S ituation </li></ul><ul><li>P roblem </li></ul><ul><li>I mplication </li></ul><ul><li>N eed </li></ul>
    36. 42. who exactly are you talking to?
    37. 43. <ul><li>Your customer </li></ul><ul><li>archetypes </li></ul>
    38. 44. <ul><li>motivations? </li></ul>motivations
    39. 45. <ul><li>needs? </li></ul>
    40. 46. expectations?
    41. 47. SPIN <ul><li>S ituation </li></ul><ul><li>P roblem </li></ul><ul><li>I mplication </li></ul><ul><li>N eed </li></ul>
    42. 48. SPIN <ul><li>Do you have a powerful angle? </li></ul>
    43. 49. <ul><li>Better/ </li></ul><ul><li>different than </li></ul><ul><li>competitors? </li></ul>
    44. 50. <ul><li>Can we deliver? </li></ul>
    45. 52. powerful copy
    46. 53. <ul><li>What do you </li></ul><ul><li>want people </li></ul><ul><li>to know, think, do? </li></ul>
    47. 54. <ul><li>you not we </li></ul>
    48. 58. <ul><li>aidca </li></ul>
    49. 59. <ul><li>a ttention </li></ul><ul><li>i nterest </li></ul><ul><li>d esire </li></ul><ul><li>c onviction </li></ul><ul><li>a ction </li></ul>
    50. 60. grab attention
    51. 61. generate interest
    52. 62. create desire
    53. 63. <ul><li>show the </li></ul><ul><li>product </li></ul>
    54. 66. build conviction
    55. 67. <ul><li>testimonial </li></ul>
    56. 69. <ul><li>guarantee </li></ul>
    57. 70. trade body
    58. 71. <ul><li>design </li></ul>
    59. 75. call to action
    60. 76. <ul><li>Big, bold, clear </li></ul>
    61. 79. <ul><li>appropriate </li></ul>
    62. 80. Grow Your Business: 800+ visitors
    63. 82. format
    64. 83. <ul><li>impactful </li></ul>impactful
    65. 86. impressive impressive
    66. 89. Design design
    67. 90. <ul><li>2/3 </li></ul>
    68. 91. <ul><li>£225 </li></ul>
    69. 92. <ul><li>sell a </li></ul><ul><li>lifestyle </li></ul>
    70. 94. <ul><li>grab attention </li></ul>
    71. 96. <ul><li>evoke emotion </li></ul>
    72. 98. attract
    73. 99. set the tone
    74. 100. make sense
    75. 101. <ul><li>professionalism </li></ul>
    76. 104. And the difference adding colour can make… (website)
    77. 105. builds trust
    78. 106. <ul><li>stand </li></ul><ul><li>out </li></ul>
    79. 107. how to…
    80. 108. <ul><li>fonts </li></ul>
    81. 109. <ul><li>colours </li></ul>
    82. 110. <ul><li>layout </li></ul>
    83. 111. <ul><li>images </li></ul>
    84. 112. <ul><li>style </li></ul>
    85. 113. <ul><li>cut the clutter </li></ul>
    86. 114. <ul><li>action </li></ul>
    87. 115. emote
    88. 116. <ul><li>on brand </li></ul>
    89. 117. <ul><li>What brands do they love? </li></ul>
    90. 122. distribute with impact
    91. 123. <ul><li>Lists: </li></ul><ul><li>Yours vs. publication </li></ul>
    92. 124. <ul><li>6% </li></ul>
    93. 125. named contacts
    94. 126. <ul><li>tailor </li></ul>
    95. 127. delivery …
    96. 128. <ul><li>fulfill fast </li></ul>
    97. 129. <ul><li>letter </li></ul>
    98. 130. <ul><li>repeat </li></ul>
    99. 131. <ul><li>personalise </li></ul>
    100. 132. <ul><li>integrate </li></ul>
    101. 133. How to create powerful marketing literature.
    102. 134. <ul><li>1. plan </li></ul><ul><li>2. angle </li></ul><ul><li>3. copy </li></ul><ul><li>4. design </li></ul><ul><li>5. distribution </li></ul>
    103. 135. action plan
    104. 136. If you found this useful… <ul><li>Marketing Planning 3 rd </li></ul><ul><li>3rd December </li></ul><ul><li>www.marvellousworkshops.co.uk </li></ul>
    105. 137. <ul><li>Fiona Humberstone runs printing.com in Guildford which helps businesses with their brand and marketing communications. </li></ul><ul><li>Fiona is the author of the forthcoming book: Exhibit Profitably and runs regular workshops and events around the South East. If you’d like to book Fiona for a one to one consultation or to speak at your company or group please email fiona.humberstone@printing.com </li></ul>

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