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The Slideshow from Fiona Humberstone's Creating Powerful Marketing Literature workshop
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How to create
powerful marketing
literature.
1. plan2. angle3. copy4. design5. distribution
Why does mostmarketing fail to pull the response it should?
blah…blah… blah
3…2…1…
busy audience
busy audience
we, we, we…
“you want me to what?”
“ excuse me?
”
7, 12, 21, 24
“ And we do this… and this…
and this…”
focus?
“ Who do you
think I am? ”
“ expect me to
take you seriously? ”
Format inappropriate
unrealistic expectations
How to make your literature more effective
1. plan2. angle3. copy4. design5. distribution
plan
What do you want to achieve?
What are you producing?
What do you need it for?
who?
What’s your deadline?
Set SMART objectives
SpecificMeasurableAchievableRelevantTimed
specific?
measurable?
achievable?
relevant?
timed?
Five-9 Solutions
24% response
angle
Your proposition (angle) needs to Break through the clutter and Demand the attention of your customer. A strong, clearproposition is the driver for Marketing communications that deliver increased sales and response. The Institute of Direct Marketing
SPIN
SituationProblemImplicationNeed
who exactly are you talking to?
Your customer archetypes
motivations?
motivations
needs?
expectations?
SPIN
SituationProblemImplicationNeed
SPIN
Do you have a powerful angle?
Better/ different than competitors?
Can we deliver?
powerful copy
What do you want people to know, think, do?
you not we
aidca
attentioninterestdesireconviction
action
grabattention
generateinterest
create desire
show theproduct
buildconviction
testimonial
guarantee
trade body
design
call toaction
Big, bold, clear
appropriate
Grow Your Business: 800+ visitors
format
impactfulimpactful
impressiveimpressive
Designdesign
2/3
£225
sell a lifestyle
grab attention
evoke emotion
attract
set the tone
make sense
professionalism
And the difference adding colour can make…(website)
builds trust
stand out
how to…
fonts
colours
layout
images
style
cut the clutter
action
emote
on brand
What brands do they love?
distribute with impact
Lists: Yours vs. publication
6%
named contacts
tailor
delivery…
fulfill fast
letter
repeat
personalise
integrate
How to create
powerful marketing
literature.
1. plan2. angle3. copy4. design5. distribution
action plan
If you found this useful…
Marketing Planning 3rd
3rd Decemberwww.marvellousworkshops.co.uk
Fiona Humberstone runs printing.com in Guildford which helps businesses with their brand and marketing communications.
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 [email protected]
