Nothing like starting a new year in business. You are energized, full of new hope and expectations. You are at your first meeting with the year’s first prospect, things are going well, you invite them to take some of your hard copy hand out material. As you are handing it to them you glance down at it and suddenly see that your material still bears last year’s date, last year’s information, or worse old contact information.
It’s about this time that you want to kick yourself for overlooking the obvious, and it’s also time to take an inventory of your business and marketing materials. Business owners are a busy bunch. You wear many hats and sometimes it’s the little details that fall through the cracks. Put yourself in your prospect’s shoes and someone gives you outdated information. Where is your confidence level with this person?
It’s the little things that can either boost or deflate (yeah, football reference) confidence in those with whom you wish to do business. Unless your marketing strategy is based on nostalgia, keeping your marketing materials up to date is critical to building your credibility with your prospects. Fresh, up to date and even “trendy” marketing materials tell a prospect that you are in control of your business.
So, how do you accomplish this?
Well to start, a good habit moving forward, create your marketing materials to have “shelf-life.” Here are a few simple rules:
1. Never use a date unless absolutely necessary.
2. Be aware of your graphics, images, and photos.
3. Be sure any technology you maybe mentioning or showing is operational.
4. Be cautious when using current catch phrases or action words.
Those are just a few tips to get the most shelf life from a new marketing piece. So let’s take a look at your current marketing materials. That includes:
- Business Cards
- Power Point Presentations
Any and everything a prospect or client will see in this calendar year.
Then ask yourself these questions:
- Are there any dates that don’t belong or have passed?
- Did you perhaps copyright or trademark your business or corporate identity that needs to be marked with the proper symbol?
- Do your images show dated technology, cell phones with antennas, or CTR computer monitors?
- Do you mention technology that is no longer viable, like a PDA?
- Are your action words or phrases still carrying the marketing weight they did when you selected them?
- Is any of your material showcasing “current events?” How current is it?
- In general, does your style and content feel old?
- When was the last time you revised your material?
It’s great when you can create a long shelf life for your material, recycle and repurpose it to get a good ROI for your efforts, but it’s not bullet proof and what originally helped you will eventually hurt you if left unchecked.
Set aside some time at the start of a new year to make sure you review anything you currently have in place and plan to use to market your business. Make the changes you find, take the time to freshen it up. Even small changes such as fresh prints “pop” with color better then year old ones, and can help your marketing materials remain fresh.
A great way to keep your marketing information fresh is harnessing the power of video. Click the title to find out more. Broadcast Yourself Part 1 Broadcast Yourself Part 2