Effective Collateral | Marketing Collateral Design Made Easy: Tips For Designing Effective Collateral
Effective Collateral | One element of running a successful business is making sure that you are always providing the best, most accurate content and information to your potential clients. No matter how good you are at selling, potential clients expect and need tangible representations of your products that they can look at, read, or even share with their friends. In other words, you need brochures, flyers, business cards, letterhead, and product or fact sheets that help sell your products or services.
Collateral effectiveness isn’t about the format alone, but you do want to make sure what you’re producing is having the right effect. Marketing collateral drives your business, after all. It should familiarize clients with your products, services and the goals that your business offers, while simultaneously marketing these things. Here are some basic steps to effectively design your marketing collateral so you can make the most out of it, and meet and exceed your business goals.
Make It About The Customer, Not You | Effective Collateral
If you haven’t already determined your unique selling point, the very fabric of your business that makes you different from your competitors, now is the time to do it. When creating your collateral, you should focus on client success stories, benefits and positive outcomes. Help your potential clients envision themselves achieving that same success. This is the kind of collateral that people will want to read. You may want to tell everyone about your product’s technologically superior features, but in reality, “What’s in it for me?” is what every potential client is asking. So tell them how your product will benefit them, and say it over and over so they can’t help but remember it.
Using Words Effectively | Effective Collateral
When you’re writing about something you know well, it’s easy to get complicated. As a rule of thumb, keep your copy simple and clear. Also check to make sure your spelling and grammar are correct. Get someone else to proofread as it’s almost impossible to notice your own mistakes. Care about the words you use. Consistent marketing collaterals require the use of consistent language and terms so that your potential clients are clear on what you are explaining. Content is king in your marketing pieces, and this shows a lot about the professionalism of your company.
Create A Consistent Brand Message | Effective Collateral
Trust is built through relationships and this trust equals brand loyalty and advocacy. This is why it’s vital that whatever channel you use, and there could be multiple channels, that your brand is constantly conveying a consistent message to your potential clients. Materials should be created from a consistent palate of colors and images. You don’t want to cause confusion. You would want to make sure that you are communicating a clear, consistent and compelling message, from your website, brochure and email newsletters to your print and billboard ads.
Use Quality Base Materials | Effective Collateral
The type of paper you use, how quickly your website loads and even the quality of your recorded video all affect how well your audiences respond to your marketing materials. You want your business to appear professional and reputable, which means that you have to have the highest quality paper and printing that is economically feasible. Paper stock, quality and finishing need to align with your brand values and resonate with your target market. Supermarket catalogues offering price-based deals, for example, are on low-quality paper to appeal to the cost-conscious.
Update, Update, Update | Effective Collateral
Regardless of what you may believe, your current marketing materials have certain strong points. The simple elimination of the weak points that only confuse your readers, or doesn’t appeal to them should be your goal, rather than revising and designing entirely new collateral from scratch. After spending the time and money on your marketing collateral, maybe you don’t want to do it again. Nevertheless, it’s important to keep them current.
Integrate Physical With Digital Collateral | Effective Collateral
Businesses tend to forget that it can be a great idea to blur the line between physical and digital marketing collateral. Things like web addresses and QR codes printed on physical collateral material can help clients access your business’s digital side, which in turn gives another opportunity for them to do business with you. All your content should be simple to access and share. In a click, a reader should be able to email your brochure to a colleague or tweet it out to the masses. You’ll reach a wider audience than you did before, which translates for more opportunities to make sales.