Claim Your Message – 5 Exercises to Create Your Compelling, Powerful Message

Your message – your brand, if you will – is crucial to your business. This message encapsulates who you are, what you do, and who you do it for… along with housing your uniqueness. Everything follows from that core statement. This message is woven through your elevator speech, your website copy, the topics you speak on, your social media updates.

Here’s the thing: if you can’t speak concisely, powerfully, and clearly about who you are and what you do, people won’t know what you do!

Case in point: as I’ve been talking to more and more people about my evolving direction as a business coach and strategist, people who have known me for years go, “Oh, really? I thought you helped people write fiction books.” OR “Don’t you teach grammar and writing?”

Well, not really. (I did teach writing classes, but that was years ago. And I did have one coaching client whom I helped write her fantasy novel, but that was just one.)

I realized that people didn’t have a clear idea of what I do – because my message and brand weren’t clear.

We’re all evolving and growing all the time, and entrepreneurs especially seem to reinvent themselves or go in a slightly different direction frequently. They go through transitions, but they don’t update their message. And so other people have a stale image of what they do.

Whether you’re just starting out or you’ve been in business for years, take yourself through this process and see if your message and brand need a little freshening up.

One warning before you get started: claim your uniqueness, your quirkiness, the particular way YOU do things… CLAIM it. FEEL it. KNOW it’s powerful. Now you can go off and do the exercises!

Exercise 1: Ask yourself, “What do you want to be known for?” Keep going deeper and find the soulful core of what you really want to be known for. Keep asking yourself, “Why is that important?”

Exercise 2: Describe what you do… what you REALLY do. What are the benefits that people get from working with you? What are your natural talents and gifts? (These are the things that seem to be easy and natural to you… but if you pay attention, you’ll hear statements like, “I have no idea how you can do that! I could never do that!”) What is the experience people get from working with you?

Exercise 3: What successes have you had over the past twelve months? Write down as many things in the past year you’re proud of… these could be business related or life related. This is about you and you show up with your amazingness in business and in life, so it’s all important.

Exercise 4: Fill out your areas of expertise. Now that you’ve had some time to reflect upon your successes, see if you can categorize those successes into 3-5 areas of expertise. For example, high level of organization, leadership, ability to intuitively convey an idea into words, etc.

Exercise 5: Put it all together into your Purposeful Work Statement:

I _________________________________ (solve, do, manage, handle, create, etc.)

for ____________________________________________ (who you do it for)

so that they ______________________________________ (what they will be able to do as a result of working with you)

Bonus Success Strategy Tip: Now, talk to people (meaning in person or on the phone, NOT email) and try out your new Purposeful Work Statement (this is your message in elevator speech form). How does it land? Does it resonate? Do people get excited when they hear about what you do? Keep tweaking until you get enthusiastic responses like, “Oh, I need you!” or “I have clients who could use you!”

Claim your message. Put into a concise, powerful form, and get it out there!

The 3 Main Ways Neuroscience Is Being Used in Marketing

There are a lot of big claims about neuroscience being the next frontier in marketing; one of the giants of the marketing world, Nielsen, just completed its acquisition of neuroscience firm Innerscope Research and last year Marketing Sciences acquired consumer neuroscience consultancy, Walnut Group.

In fact, neuroscience has become a marketing tool for the marketing companies themselves, as they announce their latest acquisitions in the field of neuromarketing and snag clients believing that they will be better able to target buyers.

What is the purpose of all this? How exactly is neuroscience being used in marketing? Is all neuromarketing based on the same approach?

The purpose of neuromarketing

Then main aim of neuromarketing, in its most basic sense, is the same as for all marketing: to help companies more effectively sell their products and services.

Neuromarketing professes to tap into the unconscious desires of buyer, as revealed by measuring brain activity. This not only more effectively speaks to the target audience but it can be done in a more exact, scientific manner.

But it’s not as simple as all that. There are actually several ways that neuroscience and marketing are coming together in campaigns…

1. Market research into buyer behaviour

Underpinning neuromarketing is the study of how we make decisions. Cognitive neuroscience studies this and how it translates into human behaviour. In the case of neuromarketing, it is the way that buyers make decisions, and how this translates into buying behaviour that is of interest.

Neuromarketing is an emerging field, where measurements are taken of subjects’ exposures to certain stimuli – generally different aspects of a company’s offerings, like specific products, logos or branding. The effects on the electrical activity of different parts of the brain and eye activity (though that’s got nothing to do with neuroscience) can be measured using advanced imaging and computing, providing a ‘window’ into buyer responses to these stimuli. This enables companies to better target advertisements that capture buyer attention, or to develop their branding more in line with customer expectations and demand.

2. Applying findings to improve customer relationships

This is a growing area, where the findings of neuroscience are built into frameworks that help organisations look after their customers better and improve the ‘customer experience’.

It is a specialist field that requires understanding of both the science and the marketing elements of the relationship to be effective. In truth, there are few companies doing it well. When applied successfully it can help organisations more effectively engage not only their external customers, but internal customers (the workforce) too.

3. Raising credibility of a product or service

Thirdly, we are starting to see neuroscience being used simply as a ‘placement’ in advertisements in an attempt to raise the credibility of a product or service. In much the same way that a leading watch company will use Roger Federer to promote their watches, some brands use ‘neuroscience’ as a positive association with what they stand for. They might show labs, neuroscience experiments, and people wired up to all sorts of devices. This is a rather shallow use of neuroscience – but it exists nevertheless.

Your ability to distinguish those that understand the complexities of the neuroscience-marketing relationship from those that are just along for the ride will probably decide the success you derive from any neuromarketing activities you attempt; if you cannot, then you might as well stick to less expensive, more established marketing methods.

Avoid These Mistakes for Mobile Marketing

At this point, email marketing should be a no-brainer for businesses – big and small – looking to acquire and maintain a larger customer base. In addition to an estimated ROI of 4400% (It was 3400% just last year), email-marketing campaigns are 40 times more likely to get new customers than Facebook or Twitter.

Considering the percentage of marketing emails being opened on mobile devices grew 12% in the first quarter and that mobile traffic now accounts for approximately 45% of all email clicks, traditional email campaigns just don’t cut it anymore. Mobile optimization is more crucial than ever to generate quality leads with an email campaign. Below are 3 marketing campaigns mistakes you might be making and how to fix them for a needed boost.

1 – Don’t use the same images size for all traffic channels

One of the biggest challenges of mobile optimization is getting an image to load proportionate to the screen size. Many people don’t realize you have to use smaller images for two reasons.

First, the smaller the image, the quicker it loads. If we know anything about mobile consumers, it’s that they gravitate towards quick, responsive content. They’re not going to sit and wait while a large photo loads, eating up precious gigs of data. A smaller image will load quicker for a better appearance.

Second, an image proportionate to a desktop will not render the same on a mobile device. It will be too large, forcing the viewer to scroll to see the entire picture. Again, a smaller image will resolve the viewing issues & make for a better overall experience with the advertisement in question.

2 – Don’t use the same CTA buttons and links

Just as people of different age groups, genders, and personal backgrounds respond in unique ways to marketing campaigns, mobile consumers behave differently than desktop users. In fact, this can be true even when studying the browsing behaviors of the same person.

Think of way you browse for content on your phone versus how you search on your desktop. Your eyes focus on different things, you might use a different browser (or an app instead) to reach a destination, and you may be more or less likely to buy something depending on the device your using. Mobile users have different needs than their desktop counterparts and, therefore, emails containing the same information through both traffic channels aren’t as effective.

Links on mobile should be larger and more noticeable as they’re an easy way to navigate. Similarly, buttons should be larger, and with less words (if necessary), and even used less often. It depends on the content, of course, but mobile users are more interested in the visual appearance and convenience of an advertisement. With less screen space, only the most vital information should appear for best results.

3 – Don’t even think about using an unresponsive layout

An unresponsive layout is probably the worst offense to make. The image is too big or slow to show? Not great. The consumer can’t quickly read the call to action or has too much to scroll through? Even worse. But when an email is altogether unresponsive and doesn’t take a user anywhere when clicked on, the entire campaign is a loss. It’s unlikely the user will move to their desktop and pull up the same email. So not only will they not see what you’re sharing, they may also think less of your company’s competency and professionalism if your email looks terrible or doesn’t work properly.

At a very minimum, the email needs to effectively navigate to the landing page or play a video when tapped. If you have coding skills (or the time to take a course) create a custom framework that will suit your mobile campaign design. If you’re looking for an easier solution, many companies sell pre-designed templates that can be used for optimal campaign responsiveness. Either way, don’t skimp on responsive design – it’s vital these days!

Capitalize on your mobile audience and see for yourself what a few small yet impactful changes can mean to your bottom line.

Dangers Of Running A Digital Marketing Campaign Without A Strategy

It’s estimated that over 70% of businesses run digital marketing campaigns without a strategy. This is not only a waste of time, but also a waste of money.

Dangers Of Running a Marketing Campaign Without A Strategy

You don’t have a direction: when you don’t have a strategy you don’t have a goal that you want to achieve in your journey. Due to lack of goals, you don’t put in the required effort and resources. This results to you achieving nothing.

You don’t know your market share: since you need to do market research in order to come up with a marketing strategy, lacking a strategy means that you don’t do your research thus you don’t know your market share. This is dangerous as you don’t understand your customers, competitors or propositions. This puts you at a great disadvantage against your competitors.

You don’t have a powerful online value proposition: value proposition is what you have to offer your customers. When you don’t have a marketing strategy you don’t know what you can offer your customers thus you have nothing to sell to your customers.

How To Create A Digital Marketing

You should start by determining your target customers. This calls for you to do market research in order to understand your potential customers. To achieve fast results you should narrow down your research by focusing on one individual. You should study this individual and understand his/her tastes, likes and behavior. This will help you to understand your customers better thus be able to create a powerful strategy.

In addition to researching your customers, you also need to research your competitors. Here you need to find the strategies that your competitors are using.

After doing your research you should decide on the best marketing channel to use. There are many forms that you can use. For example, you can use: blogs, social media, websites, video advertising, banner advertising and viral marketing. Before you settle on a given channel, you should do your research and find the channel that will be of value to you.

Finally, you should come up with criteria on how to evaluate your digital marketing strategy. As rule of thumb you should use criteria that is tangible and measurable. To know how you are progressing, you should regularly evaluate your strategy and ensure that it’s working perfectly.


This is what you need to know about digital marketing strategies. For ideal results, you should work with a professional digital marketing agency.

7 Benefits Of Digital Marketing

Digital MarketingThere are many benefits that come with digital marketing. Some of these benefits include:

Connects You To Internet Consumers

It’s estimated that at least 80% of people search for information online. This means that if your website is well optimized you have high chances of attracting a good number of these people. When you are able to get the online customers, you increase your customers which increases your profits.

It Generates Higher Conversion Rates

Researchers have shown that online buyers buy faster than offline buyers. The reason for this is because online buyers are already aware of what they want; therefore, when you provide what the buyers are interested in, you are able to easily sell your products.

Saves You Money

It’s very cheap to promote your products online. This is because the costs of running an online marketing campaign are much lower than those of running an offline campaign. For example, the cost of running a website is much lower than that of renting a physical office.

Enhanced Relationships

Since your customers are able to easily get in touch with you, you have a better relationship with them. For example, if a customer is dissatisfied with your service, he/she only needs to get in touch with you via the contact foam.

Easy To Monitor

In addition to enhancing your relationship with your customers, digital marketing is also easy to monitor. Here you can easily monitor the amount of money that you make from your marketing channels. You are also able to monitor and account for the number of customers that you have. This is very easy if you have an email list.

Get You Ahead Of Your Competitors

It’s a known fact that many small businesses aren’t taking advantage of digital marketing. This means that if you take advantage of digital marketing you automatically get ahead of your competitors. For example, you are able to get more customers than your competitors.

Go Beyond Your Boundaries

Since you will be working on the internet, you are able to reach millions of people who aren’t within your locality. For example, if you provide eCommerce services, you are able to sell your products to not only the people in your country, but to also those out of your continent.


These are some of the benefits that come with digital marketing. For ideal results always be honest with your customers. It’s also wise to brand yourself online.

Product Managers Need To Learn To Use Ads Carefully

If the product that you are responsible for is going to be successful, then you are going to have to find ways to get your potential customers to notice it. One way to go about doing this is to create ads that work with your product development definition and talk about your product and the problems that it solves. Ads can be a powerful communication tool for product managers; however, they can also end up pushing our customers too hard. What is the right way to use an ad?

When An Ad Pushes Too Hard

Let’s face it – ads cost money. As product managers we want to make sure that we get the most value out of any ads that we take the time to create and place. What this means is that it is very important to us that our ads work for us – we want them to grab our potential customer’s attention and convince them to buy our product. If you can figure out how to do this, then you’ll have something else to add to your product manager resume.

What this means is that we’re going to have to make sure that we select the right message for the ad to have. One common message that a lot of product managers like to use no matter what your product is involves the idea of “belonging”. What we tell our customers is that if they want to be cool / smart / quick / good looking, etc. they will select our product.

However, there is a danger in doing this. When we tell our customers that they have to do something that involves our product, then what we are doing is eliminating their ability to make the choice themselves. Researchers who study things like this have discovered that this is exactly what people don’t like and it may cause potential customers to push back and not purchase your product.

The Right Touch

If pushing too hard to get customers to select our product is the wrong way to go about doing things, then what is the right way? Once again we can turn to the ad researches to discover what the right way to use an ad is. The researchers have performed tests where ads with a forceful message, a mild message, and no message at all were used.

What they found is that if your customers have been primed to believe that they are someone who needs what your product offers then they’ll react to your ads differently. Knowing that they have a need, the heavy handed ad will turn them off – they’ll feel like they are being forced to choose your product. They are not going to like this because your potential customers want the sense of freedom that comes along with their ability to make up their own minds.

Instead of making your customers feel bad for not already having your product, there is a better approach. The better way to do things is to strike a middle ground between not pushing your product and pushing too hard. You want to associate your product with solving the potential customer’s problem, but you don’t want to come across as telling them that they have no choice but to purchase your product.

What All Of This Means For You

Before a potential customer can purchase our product, they first have to know that it exists. In order to get the word out, one thing that product managers can do is to create ads that talk about their product. This really should be a part of our product manager job description. However, with ads comes the danger of pushing our potential customers too hard.

Researchers who study ads have discovered that your potential customers don’t want your ads to tell them what to do. If you come across as being too forceful in your ad, then they will feel as though you have taken away their freedom of choice. Nobody likes feeling that they are being forced to do something. Instead, what you need to do is to create ads that leave your potential customers feeling like they still have the ability to make their own decisions.

As a product manager you may find yourself spending a lot of time creating ads for your product. Creating ads that accurately tell your story and clearly communicate your message can be key to the success of your product. Make sure that you don’t overdo it and force your potential customers to choose your product. Leave them some room to make up their own minds and you just might be surprised when they choose your product!

What Every Coach/Practitioner Should Know About Marketing

MarketingMarketing is a word, a label for something, that’s all.

So why does it drum up so much anxiety or disdain in people?

Well, that’s an interesting question.

A friend shared this on Facebook a couple of days ago and I shared it because it really impacted me and illustrated my point so clearly.

“The same boiling water that softens potatoes also hardens eggs. Everything depends on what you are made of, not your circumstances”

To me, this means that what is happening around us, including the term “marketing”, has absolutely nothing to do with the way we feel. This thing we call “marketing” cannot illicit feelings from us any more than a table or a chair can. And yet it appears to evoke fear, angst, hate, frustration, irritation and lots more negative adjectives for so many.

If I had a penny for every person who has told me they don’t like marketing and/or sales, I’d be a very rich girl!

It’s not the marketing that causes us to feel uncomfortable, it’s the way we think about marketing. Most heart centred practitioners who struggle with marketing think it has to be done in a way that goes against the grain hence the uncomfortable feelings.

When I introduce the idea of service and bridge building, they start to soften a little, see things differently. Something begins to shift and they see how they can do this thing called “marketing” in a way that is authentic and in alignment with their core values.

I talk about it in terms of bridge building.

The way I see it is that it’s our responsibility as the service provider to let our ideal clients know we exist. We know something or have something that can really help them, but they don’t know about us yet. To use a metaphor… Building a bridge from our side of the river to their side of the river means we can now connect. Whether that means they walk over to us, or us to them, or we meet halfway, doesn’t really matter. All that matters is we have given them the opportunity for us to connect and help them in whatever way works.

It’s the same with sales. The old adage of “sales is not something you do TO someone but FOR someone” really speaks to us being of service just as bridge building is of service. If we can see that we are being of service by sharing what is possible for our clients versus trying to convince them of something or hound them in some way, it creates a whole different feeling.

You see we are so driven by our feelings and that’s why it’s so important to understand where they are coming from. Once we wake up to the fact that it’s not the marketing or the sales that are evoking the uncomfortable feelings we are on the path to a new feeling.

Our feelings are beautiful gifts letting us know whether we are seeing life as it truly is – how it works from the insideout. Any sign of discomfort reminds us that we are looking in the wrong direction and to look within.

Thought creates feeling.

If we are looking to our circumstances to change our feelings we are looking in the wrong direction – the outside. So when it comes to marketing and we feel uncomfortable, don’t blame the marketing! Here comes another metaphor… It’s like saying it’s your neighbour’s fault that you burnt your dinner when he was sitting watching tv on his sofa! You smelt the burning and went round and knocked on his door to tell him your dinner is burning! That sounds like a crazy thing to be doing, but it’s no different from blaming the term “marketing” for your uncomfortable feelings. “Marketing” was just sitting there perfectly innocently, minding his own business, watching the TV!

You can see the absurdity of that I hope. And yet we don’t see the absurdity of blaming our feelings on the outside world so much of the time. I know there are times when we can clearly see we are causing our own discomfort, but most of the time we don’t and that’s what causes us to suffer so much and start trying to change the outside world.

And so, I am rooting for this thing we call “marketing” here in this article! Please give “marketing” a break. He didn’t do anything wrong! He’s just being “marketing” and you can think about him as you please, but please don’t blame him for your feelings of discomfort, that’s thought being thought!

Why Use Of Experiential Techniques Is So Vital In Event Marketing

Experiential marketing techniques have taken the world by storm with its immense possibilities and the inherent returns for the users. It has graduated from the original techniques of distributing candy bars, shampoo, deodorant, snacks, and variety of other products to include extravaganzas to engage customers, big time. Overwhelming media proliferation has proved to be the biggest reason both offline and online in the development of provincial strategies.

Today there is a need to go beyond simple brand awareness to include creation of relationships and experiences.

In order to bring down the defense mechanism of your target group it is today necessary to go beyond the traditional techniques and create chemistry with face-to-face interactions. Moving logistics and people with focus on one-three-day periods can give results.

You can reach out to people easily these days because of the presence of numerous communication techniques but the difficulty arises when you want to make the connections. Tactile engagements can make all the difference, things that involve the taste, touch, and feel mechanisms.

When you give consumers something more than reading about your products and services it enhances and deepens the relationship. Consumers are compelling more and more marketers to finally get on the street and communicate with them on a one-to-one basis. No wonder, experiential marketing companies are showing a rapid growth. Social media and communication technologies find synchronization with brands with full concentration upon events driving sales. By creating highly engaging situations, marketers can compel the audience to take their experiences on the social media and posting photos.

This in turn helps to create consistent presence for businesses. Organizing events is today just a part of big planning. An elastic concept, it allows tactile engagement leading to creation of authentic, true, and valuable multisensory relationships. The big transformation factor is the digital culture that is changing the expectations of modern consumers significantly. Today the audience doesn’t like being approached as a category or demographics but require individual attention, respect as an entity in his or her right.

With shared experiences, it is possible to make mental connections and this in turn bodes well for your business. However, the creation of multisensory experiences is not that easy. It requires loads of hard work complete with planning, production, working with the content team, vendors, worst-case scenarios, timing schedule, and budgets followed by on-site work. Naturally, all this hard work comes with its own rewards as marketers can give vent to their creative energies to connect, delight, and surprise their target audience.

It takes lots of passion and ingenious planning to connect things happening on the web with physical occurrences. All fan behavior ultimately comes down to the specific brand and the best marketers study the behavior of the audience and develop experiences that drive passion.

Digital or Business Transformation

Digital transformation refers to the changes associated with the application of digital technology in all aspects of human society. Digital transformation may be thought as the third stage of embracing digital technologies: digital competence → digital literacy → digital transformation. The latter stage means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods.

– Wikipedia

It has been more than 30 years since computers had been introduced into business world. With the help of, powerful mobile devices and high connectivity, now we are living in a momentary world that is evolving so fast towards digital that now digital transformation is inevitable.

Most of the C-Levels in corporations started to pay more and more attention to Digital Transformation. They believe, without this transformation, even a long-established company may extinct. It is the Kodak example they are afraid of. To be honest, the risk is there, however is ‘Digital Transformation’ just enough?

Marketing, sales, manufacturing, finance processes should all be digitised in order to fulfil the transformation. It includes working anywhere anytime, broader and faster communication, enterprise integration that would enable performance & efficiency improvements.

That is all well planned and should be executed step by step. Yet can you imagine any change to be internalised without a holistic approach? Without embarking every team member, adjusting / improving their competencies, engaging them all around the same evolving mindset…

That’s why, we believe this topic should be handled with a broader scope and it is the reason behind we like to call it a “Business Transformation’ rather than a Digital Transformation.

In other words Business Transformation shall handles the topic more broadly including mindset and organisations, leadership and entrepreneurial mindset, education and pragmatic planning.

Your Business Transformation journey is unique

Every company has its own inner dynamics and every category has its own realities hence your journey should be tailor made to your business. When there is so much at stake, it is not an easy task to move the rocks around, without rigor planning, sufficient on-boarding, kicking off the new mindset with an adjusted organisational structure.

The internal impact – Mindset & Organisation

Any change in a company first impacts its own resources, starting from human. Top-down transformation approaches tend to stay at the top level with Digital Transformation Teams, causing manager level (or further) to think it is not their business. The only way to beat the resistance to change is to embark the resistors ASAP.

Corporate and entrepreneurial mindsets are two far ends thus moving from one to other is not given. However, with the power of a corporate company, an entrepreneur mindset can achieve higher goals sooner. That’s why, we should keep on increasing skills of the individuals in our organisation, empowering them to move forward within the team.

The Impact on Consumer Experience

Digital transformation for the consumer end includes an architecture of your digital ecosystem to be able to do better listening, segmentation and tracking, enabling you to increase your digital media investments efficiency, letting you to fish where the fishes are. All these changes will definitely have a positive impact on your consumer engagement and thanks to the new tools, we will be able to measure the ROI of your campaigns / activities.

Step by Step Approach

As said, digital transformation is a key stage throughout this journey. All your existing processes should be analysed with expert analysts according to the dynamics of your company and industry. Only after then, a solution can be determined and tailored to your needs. The gains here are not necessarily immediate, therefore long term investments should be planned with an entrepreneur mindset.

All in all, Digital Transformation is inevitable in this era, we just need think it as broad as it requires to land it well in your organisation. As Portera we are committed to understand, analyse together and help you build the right organisation to reach this new mindset fully.

Feel free to contact us in case you require to explore the opportunities further.

6 Tips To Effective Marketing Materials

Brochures, business cards, flyers, postcards. There’s no end to the types of marketing materials that we are inundated with every day of our lives. And now in the Internet age of websites and blog posts, paper becomes an even more unique way to brand our businesses. Unfortunately, most people are bombarded with cheap flyers and poorly produced materials. So to get attention and be read, yours needs to be unique and clever just to get noticed.

Here are six tips to ensure that your marketing materials are resulting in business and not trash:

1. Don’t complicate it

Brochures, flyers and sales sheets should present the correct brand for your company. When it comes to the look and content, just stick to the basics. If you can say something in five words, don’t use ten to say the same thing. Just tell the client what they need to here, for now. The rest can be covered during face-to-face conversations. Full pages of plain text are a no-no, and boring. Adding white space and open spacing between paragraphs offers a relief to the reader. Bullet points and headers make it all so much more easily digested and easier to read.

2. Use fun photos

This brochure will not be the first, or the last your client will review before making purchase decisions. Nice photos make a big difference between looking clean and professional or sloppy and amateurish. Even for small companies, it pays to invest in quality photos of your facilities and your staff. The quality shown in these photos will convey the level of quality that your company provides. If your business is sharp and proficient, your photos can convey that message. If you are friendly and family-oriented, photos can tell that story, as well. You don’t have to say a word.

3. Brand everything

Put your logo on everything, and in all of your materials be sure to focus on why you are different and why the customer should be doing business with you. Everything that you use, from business cards to magnets to invoices, should tell your story and represent your brand. Which also means that everything must be consistent. The color, design, content, your voice should all be coordinated to form one unified brand. The business card that I received from you last week and the brochure that I receive this week should both look they came from the same company. If they don’t, you have some work to do.

4. Use testimonials and awards

Were you voted “The Best Restaurant in Town” this year? Tell the world! This in not the time to be shy. It’s the time to toot your horn as loud as you can. This kind of recognition offers third-party proof that what you say is legitimate. Testimonials can provide the same ‘real person’ authenticity to your story.

5. Make it personal

Marketing materials are not textbooks and are not the place to be boring. These materials need to be engaging and personal. Add a metaphor, tell a joke, add life to your message. How would you explain your exciting new business to grandma? What would she need to know to understand what you’re doing? So write it that way. A good brochure does more than tell the facts. It must be interesting.

6. Remember your market

Don’t ever forget who you are writing this for. For example, is your market composed of seniors? If so, you may need to increase the font size a little. The income, age and other demographics should be a major consideration in how you write this piece.

Many times marketing pieces are the first impression a potential customer will see, or perhaps the last, depending on how they are presented. These materials are an investment into your company’s future. Write and design this material as if the life of your business depended on it. Because it does!