These three little words will trigger everything you need to remember about creating effective marketing communications.
Connect with your audience. What problem will you solve? What pain will you alleviate? What benefit will you offer? Be personal; be emotional; be direct; be compelling.
Inform them with what they need to know, and only what they need to know, to support the action decision you want them to take when you…
Ask them to take action.
No matter if you’re creating a three-line web ad or a white paper. Always, always, always use these three prompts to structure your communication. Forgetting any one of these, and especially the Ask, will doom your creation to the circular file in your reader’s mind.
The hand-written note card began, “Thank you so much for your time yesterday.” and was signed…well, it wasn’t signed, unless the squiggle following the last legible word and looking like the astronomical symbol for Mercury, was a signature or initial of someone the writer was sure I’d know. Since I had no meetings yesterday, I don’t. But when was yesterday? No date.
The note went on, “I hope we were able to provide you all….” Ah-ha! I was not the only person not at the meeting! Or, the writer is from the South. Not sure.
“…with enough information that demonstrated our unique solutions and [illegible] sewer.” I swear, it looks exactly like “sewer.” This can’t be right. We’re the marketing department.
“We truly hope that we are selected to partner with you and help you with all of your needs.” We certainly ought to consider them, I suppose, if they can help with all our needs. Some specific reference to what we talked about would be nice here.
The name of the company sending the note was printed in the return address area of the envelope and again in the lower right corner of the card. No address, city, state or tag line. No contact info. No URL. Who are these people?
Don’t let this happen to you.