Creating Effective Marketing Materials

Before you write one word of copy for your next website page, ad, brochure, newsletter, or information packet, consider these points:

• Who is your target audience?
• What is the expected lifespan of the marketing?
• What’s the point of the marketing piece — what do you want it to accomplish?
• What’s the offer, and will you include an expiration date?
• What’s the call for action — what specific steps do you expect clients to take next?
• Does this marketing match all your other marketing, in tone, style, and look?