Elements Of The Perfect Marketing Piece

There are few elements to any marketing piece that are proven to make it work, and work well may I add. These are really more of rules than suggestions and every marketer should follow.

Now before I go over the elements of the marketing piece, I want you to clear your mind and forget everything you have learned or any existing pre-conceived notion of what works and what doesn’t.

I always hear complaints that this or that "won’t work". "I tried it and it did not work". The one that  makes MY EYES POP when I hear, or read, is "I would not buy it" or "I would never reply to that."

Remember, you are not your best or typical customer. I do not care how good of a marketer you are. you cannot write a convincing marketing piece to convince another Real Estate Agent to list his house with you, or  have a Real Estate Investor sell you his house for pennies on the dollar unless he is extremely motivated.

So lets go over the elements of a good marketing piece:

1. Headline

Headline is one of the major, and most important parts of your marketing. It is the maker or breaker of your marketing. When you browse in a newspaper or magazine, do you decide which article to read based on the content or based on the headline?

Many of the famous copywriters spend most of their time coming up with powerful headline. Some go through iterations before they land one, or do split testing. One research company found that their response dropped in double digits when they added two words to their headline.

2. Sub headline

Your sub headline should reinforce your headline and give more reason to read on. You may omit having a sub headline, but if you feel your headline can use support, then a sub headline is the way to go. You can also break down your marketing content by giving a paragraph or group of them their own sub headlines.

3. Picture Captions

If you are using any images then it must support your message. You must include a caption under the image to relate it to the article and provide more compelling reason to read on.

Remember, an average person will first look at the headline, sub headline, and image captions before they read your marketing piece. He will make the decision to read based on how compelled he is to go on or throw it away.

4. Your Content

Content must be clear, written in conversation like and not look like an ad. People buy magazines to read the articles and not for the ads. Give them what they want, give them content and not an ad format. Make your paragraphs short and to the point. Each paragraph should serve a purpose.

5. Your Company

Prospects want to know who you are, so they will most likely look to see who sent the marketing piece. do include your logo and company name/your name. But this information should not dominate your marketing piece.

6. Call To Action

Never assume people are smart enough to take action. always give them a compelling reason to act now. Give them instructions to do so.

7. Contact Information

Give them the information they need to contact you. A phone number, a fax number, a website. Which ever works best for you. If you use a website, make sure your Unique Selling Proposition (USP) and message in your marketing piece flows through your website as well.

 

always inspect your marketing piece for these elements and make sure they all work together. The marketing piece needs to flow and provide compelling benefits and reasons for the prospect not only to contact you, but to contact you right away.

 

• How A Powerful Headline Can Make Or Break Your Marketing
• The 7 Secrets To Successful Mailing Piece
• Your Marketing Sucks!
• Couple of The Marketing Keys To Success
• Effective Business Card Design Secrets To Win more Prospects!
• Are You Using Advertorials In Your Marketing?

© 2008 Fadi Zeidan's Articles.