Marketing For Profit: Marketing Materials Should Say What You Do

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Credit: Thinkstock When you are "chasing down clients," don't forget to ensure that your marketing materials say what you mean, and that they give potential clients the basics in clear language.

Credit: Thinkstock When you are "chasing down clients," don't forget to ensure that your marketing materials say what you mean, and that they give potential clients the basics in clear language.

You’ve decided it’s time to invest time and money to develop or revamp the marketing materials you use to promote your stable.

Regardless of how many or how few types of marketing materials you have, the style, tone and content should be consistent. The materials should clearly illustrate your stable’s “brand.” More simply put, they must put forth in clear language your stable’s promise to clients, both current and future.

Before revising or creating any marketing materials, ask yourself these questions:

  1. What is your mission?
  2. What services do you offer that sets you apart from other stables?
  3. What do your clients and potential clients already think of your company?
  4. What qualities do you want them to associate with your stable?

Say What You Mean
It's best to start any relationship off on the right foot, and since marketing materials might be a potential client's first encounter with your stable, you want the introduction to go well. Review all your marketing materials to confirm that all the necessary information is included. Contact information, services offered and unique features should all be prominent.

Keep the text short and to the point. Use words that are easy to understand and clearly explain your stable’s offerings.

A Picture is Worth a Thousand Words

Professional-quality photography is equally important as your written content. Vivid, professionally executed photography that truly illustrates the services your stable offers will distinguish your business from others in the same discipline.

Keep it Simple

Above all else, crafting a consistent message across all communications channels (your website, Facebook, other social media, handouts, flyers, etc.) is vital to reinforcing the brand.

“Keep it simple stupid” reigns supreme in terms of how a business goes to market,” said Gerard Francis Corbett, founder, chair and CEO of Redphlag, LLC, in San Bruno, California. “Clean, yet elegant design goes a long way to achieving the ability to tell your story in a manner that is memorable.”