A good article outlining the use of promotional advertising in your marketing campaign.
Your promotional ads would be a waste of your time and money if it does not get you what you want – that is, to get your prospective clients to buy your products.
To have effective marketing collateral – be it flyers, posters, brochures, or postcards – you have to convince your readers to become buying clients. The only way to do that is to give your clients the feeling that you understand them perfectly. Even a trained sales representative would be hard put to close a sale if he does not understand his clients in the first place.
Motivating your clients means encouraging them with the benefits of buying from you. It differs from pressuring as it lets your clients to decide on their own…with a little push from your end. The push comes from knowing who your clients are and their needs.
Understanding what your clients need is the beginning of a successful marketing campaign for your business.
A study of who your target clients are lets you to create a promotional ad that is tailor made to the individual’s personal buying habits. For instance, some people would make a purchase based on emotions. While others are motivated by their logical characteristics.
Studies have shown that there are different personality traits that determine how people would be persuaded to make a purchase.
Let’s take the vacuum cleaner as an example.
Customers who make their decision based on emotion would be convinced to buy if the salesperson would show him the benefits of the vacuum cleaner to those that he cares about, like his health or his family’s.
Instead of a sales pitch that talks about the processes and methods, you talk about what appeals to the emotions. Clients with these attributes tend to buy intangible items such as safety, comfort, security, or perhaps the chance to make a change for their families.
On the other hand, a person who is more inclined to use his logical characteristics would be convinced more by the details – all the features and the engineering parts and how they work.
By using this approach, your marketing collaterals can be modified to adapt a particular target market.
Generic brochures just don’t work. Your marketing materials should be designed to suit the different types of your target – will they be convinced when you use facts? Or would they be encouraged if you use more testimonies? Or would they buy if you appeal to what they cherish most?
Graphics and designs are essential. But what is more important is the substance. Substance comes from understanding your clients. Substance is what defines a successful marketing campaign.
About the Author:
Janice Jenkins
For comments and inquiries about the article visit: www.printplace.com/printing/printing-flyers.aspx,
www.printplace.com/printing/poster-printing.aspx, www.printplace.com/printing/brochures-inserts.aspx
takes you, step-by-step, through every aspect of the process. You’ll learn:
