Any smart small business owner knows the many
varieties of marketing materials you can use to give your business a voice—your
website, email campaigns, brochures, business cards, and vehicle wraps to name
a few. But what some people don’t know is that the tone of your marketing
materials is just as important as how visually attractive and informative they
are. Whether your business is new or you’re updating your marketing package,
make sure you connect emotionally to your customers and show them who you
really are, cuz you’ve got personality!
A newsletter is a great way to do this because you
can show your customer specific events and promotions you have done recently.
The photographs you can include combined with the use of names and quotes will
tell the customer what kind of business you run: friendly, influential,
dedicated, etc. It will also make your people seem more genuine when they can
refer to a few names.
When you write copy for any marketing material,
write as though you were having a face to face conversation with a customer.
Write in second person (you) and tell them specifically why you can help them.
When appropriate, relate your interests to the services you provide. (“My love
of basketball gave me the idea to open this training center.”)
Change things up every now and then. While it’s good
to have certain go-to graphics such as your logo and company colors, update
staff photos and images of your location every so often (once a year or
whenever a significant change has been made). This will ensure that customers
feel “in the loop” and know what’s going on at all times. The extra attention
in this area will pay off because it will lead customers to believe that you
work that hard in everything your company does—and of course you do, right?
Make it happen!
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2012 eMarketing 4 Business LLC
