What Makes Marketing Materials Compelling?

Face it. Your audience is already bombarded with and overloaded by marketing message after marketing message, day in and day out. There is such a huge amount of constant marketing noise, that many people are beginning to simply tune it out. Your audience is becoming more and more desensitized to marketing and advertising everyday.

Imagine a room full of people all trying to market their products and services and sell to the same person at the same time. The room is packed with people talking at the prospect. The prospect is looking out into the crowd and he is getting frustrated because everyone is talking at the same time and he really can’t hear anything.

As time goes by the prospect is getting frustrated. The people marketing and selling to the prospect are also getting frustrated and some begin to shout in an attempt to get their voice heard. Soon, the noise level in the room gets louder and louder and the prospect starts to think about putting in earplugs. Do you want to join that crowd of marketers and have your message blend in with all of the other messages? NO WAY! You want to be the person who finds a microphone and stands on a chair!

You goal is to rise above the traditional marketing hype.

Your marketing materials are tools meant to assist your customer in their buying decision. The old way of marketing, pushing your products on your audience and focusing on how much money you will make, is no longer working. The new way of marketing, pulling your prospects to you and focusing on making it as easy as possible to decide to purchase your products and services, is the secret to your marketing success.

To make your marketing compelling, you must include a crystal clear statement of benefits and advantage in a very prominent place, like the headline or first sentence. You must ensure them that by viewing, listening to, or reading your marketing material, they will learn something new or receive something of value. And, you must make it easy to make a decision and take action.

Compelling marketing materials are the perfect combination of a persuasive message, a crystal clear call to action, and simple, attention-getting, professional graphic design with the right marketing piece. They also communicate the right message, to the right person, at the right time. And, with well-designed, benefits driven, compelling, easy to understand marketing materials you will be able to successfully cut through all of the other marketing messages out there to reach your ideal client. Your marketing materials need to address your ideal client’s problems and position you as the obvious “duh” solution.

Remember, your ideal clients WANT to buy from you. But they don’t want to feel like they are being pushed, pulled, manipulated, or sold, and they don’t want you to waste their time with irrelevant information. They want you to guide them to the important information. They want you to make it easy for them to make a decision. They want accurate, honest information not big promises, omissions, and hype. They want genuine help, not manipulation posing as help.