“Bring in this ad for a free cup of coffee”
“Call now for your free consultation”
“Contact us today”
“Call now for your free report”

These are all phrases that tell the reader what to do – don’t be afraid to use them. Your target market needs to be instructed. Being subtle rarely works in marketing. When trying to make sure every marketing dollar you spend counts, you need to make sure your piece meets your marketing objective and has a strong call to action. If you are not sure what you want the ad, brochure, website, etc. to do – neither will the customer. Ultimately a weak collateral piece means wasted money.

Here are a few simple rules to follow when designing a marketing communication piece:

1. It’s not about you – it’s about your target market.

2. Understand your target market. Make sure the language you use speaks directly to your target market, use colors and images that appeal to them, touch pain points to create a stronger call to action

3. Determine the marketing objective for the piece. Examples: to sign up for your newsletter, to come in for a free consultation, etc.

4. Less is More! Don’t be too wordy – make it easy to read and to the point. Save the detailed information for your website and when you meet with them in person. Most people will toss an ad, postcard or brochure that does not immediately grab them. You have 2 seconds to get their attention – don’t waste them on wordy descriptions. Make it short and to the point and use powerful copy.

5. Don’t forget your BRAND! Make sure your piece reinforces your brand. Your brand creative guidelines and messaging should come through in your piece. Don’t be afraid to have fun with your brand. Make your piece memorable – not just like all the others.

6. Create a strong call to action – tell the reader what you want them to do.

7. It’s not about you – it’s about your target market – oh yeah, I already said that, but it really is not about you.

There are many things you need to consider when designing creative communications. These are just a few of the most common things to remember.

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