How to Create a Better Marketing Piece

The best way to stand out in marketing is to be different. Unique. You have to show consumers what makes you special among all your competitors.

The best way to do that with your marketing materials is to find your unique selling point (USP). Whatever makes you different from competitors – what can you offer that no one else can?

Then you need to get your USP on all your marketing materials so that you get the word out. But what about your marketing pieces themselves?

Dimensional marketing pieces
Sometimes brochures or flyers just won’t do. You might need to try some larger poster printing or some kind of dimensional marketing piece. A Rubik’s cube-looking item with your logo on one side and your slogan on another side is one example of a dimensional advertising piece that will get attention and be saved by recipients, just because of its format. Do some brainstorming: what other kind of dimensional advertising could you use that people would want to keep?

Focusing on Your Message
Although using large posters or a dimensional marketing piece has its advantages, sometimes its your message that needs to be altered for a better response. Here are a few ways to make your message clear and stand out from the rest:

Study your competition. That’s right – you need to know what your competition is doing first and foremost. How will you create a USP if you don’t know what everyone else is doing? You can’t just assume that no one else has come up with the idea of your USP. Verify it by doing some research. Check out competitors’ Web sites or drive by their stores. What are they hyping up about their products or services?

Also, take note of the style and design of your competitors’ materials. Make sure you don’t use the same colors in your marketing that your competitors’ use. You don’t want to be mistaken for your competitor.

Get into the minds of your customers. Look at your marketing message from your customers’ standpoint. What marketing strategies appeal to you as a customer? What message do you want to hear that you haven’t yet heard? What could your business
improve upon? If you need to, ask your customers flat out what they would like to see from you or ask them why they shop with you and not your competitors. Their answer to that last question is probably your USP.

Focus on the benefits your product can give to your customers. Use your message to convey all the different benefits you can afford your customers. Not all of these benefits need to go on one marketing piece; you could create a series of posters to hang in your store that each touts a different benefit. You could create a postcard marketing campaign in which each postcard sent out week after week highlights a different benefit.

The first thing you need to do when creating an effective marketing campaign is to identify your USP(s). Then make sure you get that USP on all of your marketing materials.

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