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Top 10 Elements Most Often Lacking in a Company’s Marketing Tools

Next to your actual sales force – and your undeniable powers of persuasion – websites, corporate brochures, sales materials and identity kits should be among your hardest-working marketing tools.

To ensure you’re maximizing the power of these marketing tools, we’ve put together a checklist of attributes that every self-respecting corporate identity package should include.

1. Synergy With Your Company’s Overall Image
This synergy is key to building awareness of your brand. Everything should look and feel like everything else – because that’s what makes you look professional. That’s not to say everything should be identical, but it does need to be identifiable.

2. A Strong Selling Proposition
Without it, you might as well write your communications materials in Latin or some other dead language.

3. An Appealing Look & Positive Feel…
That’s both ‘in character’ and engaging to read. People read things that are verbally and visually appealing and interesting. Anything else, they tend to ignore – and why not?

4. Consistent Narrative Logic Flow From Top To Bottom
Bad grammar and poor storytelling are rampant in communications these days. They make your brand look like a not-so-bright, not-so-organized, and therefore a not-so-trustworthy company.

5. Obvious Corporate Identification
It’s all the rage in the design world to play down logos and taglines. But that’s how most readers end up missing them and missing the connection.

6. First Person Focus
When you talk ‘to’ your prospects as opposed to ‘at’ them, chances are they’ll pay greater attention to what you have to say. And talking about your company in the third person is just plain weird.

7. Simplicity. Simplicity. Simplicity…
In the use of supporting language and graphics. Remember, you know more about your business than your audiences. Showing respect for what they don’t know will always be rewarded.

8. A Definite Selling Attitude Throughout
If your communication isn’t selling your company, it’s unselling your company.

9. Testimonial & Case Study Support
Your satisfied customers are, bar none, your best salespersons. Anything that quantifies results is going to be more meaningful to your readers than abstract notions or platitudes. You’ll be surprised how powerful these underused selling techniques can be.

10. Concrete Reasons Why The Prospect Should Be Doing Business With You

Too many companies fill their communications with reasons why they are so great, but seldom turn it around and give their prospects a real sense of what’s in it for them.

If you find your marketing tools to be lacking in any of these areas, contact us ASAP. We can help you rectify that situation quickly and cost effectively, to help get your brand break through and your marketing materials back on track.

The Ink Tank is a full-service boutique agency located in Toronto. We offer a wide range of business-building communication services from strategy to concept, execution, production and evaluation. You get senior-level only participation and highly competitive rates. We work in all on and offline media, and pride ourselves on being able to hit the ground running – getting it right the first time around.

Marketing Blog, Marketing Tools, Sales Support Materials

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