Marketing works like anything else in business. You’ll get more for your money if you have a plan.
The foundation of a marketing plan is research. The more you know about your customers, your competitors, and your own unique offering, the more effective your marketing will be.
The “message architecture” is your blueprint for moving forward. It answers questions like:
- What should our logo be?
- What colors should we use in our marketing materials? What fonts?
- Is humor appropriate?
- What kind of images should we use online and in print? Should they have people in them?
- What tagline should we use? Should we always use the same tagline?
- Which selling points should we emphasize?
Once these critical elements are in place, the rest comes easily. Web sites, letterhead, business cards, postcard templates, sales kits, brochures — you name it. With the message architecture as your guide, all your marketing efforts will reinforce a clear, consistent message.
The clearer the message, the better the results. And in business, it’s all about results.