Having done your homework, put your business plan together and worked out your marketing strategies, the hard creative work begins. Many businesses stumble and fail to produce effective marketing campaigns simply because they lack the creative expertise and time to do the creative work to produce the marketing collateral well enough to attain the results they are looking for. Having an idea is one thing, it’s quite another to bring it to reality, particularly across a range of media and products.
Creative logos and colour schemes can make all the difference
Your logo is a visual representation of your business. Think of McDonald’s golden arches, The Shell Oil Company’s shell, or the simple Ford Motor Company logo using the Ford name. These famous logos immediately identify the companies, as can your logo in your chosen market.
Unfortunately many businesses skimp on developing this key part of identification and miss the crucial first impression of their business along with easy recognition and recall in the future. It takes a creative person to produce a stunning logo and colour scheme.
Consider your corporate colour scheme, not only for your logo but for the rest of your marketing collateral. The colours should immediately create good vibes for the business that quickly and graphically generates its many positive attributes. Flamboyant colour schemes might attract attention but not necessarily retain it.
Your key messages resonate better with a little creative thought
People need to know how you’re different and unique, by using a short phrase. Capture the words that really get to the heart of what your target market is missing and how exceptionally well you do it. Your key message should become the way you differentiate your business and the basis for all your subsequent marketing messages. It will often take professional expertise to hone your message and develop it as your business grows while taking time to teach your people to utilise them.
Websites that lack creative are attractive enough to engage visitors
There are plenty of do-it-yourself (DIY) website applications. The question you should ask is “When did I become a competent designer of marketing collateral and is this the best use of my time”. Keep in mind your website is your face to the world and like a shop-front you don’t want it to be unattractive and tardy.
Creative in social media is everywhere, but usually poorly targeted to be effective
With platforms such as LinkedIn, Twitter, YouTube, Facebook and Instagram you can generate tremendous online exposure for your business by showcasing your products and services.
You can generate leads through all the major social media sites but they need to be brought up to speed professionally. This will help you to attract more customers, provide a personal touch, build relationships and drive loyalty to your brand.
Once up and running your social media sites are low cost and helps you to see what people are saying, including your customers, prospects, suppliers and competitors, so you can make more appropriate decisions about your marketing effort.
Unique selling proposition (USP) needs to be creative to attract interest
You can put it into one powerful phrase, by tapping into the frustrations, problems, wants and needs of your target market, with something you provide that is different and engaging, causing people to ask “how do you do that”.
Your elevator speech, if creative, will capture the right attention
Imagine you’re at a seminar, or on an aeroplane and somebody asks what you do for a living. How will you respond effectively? You need to get past the ‘so what’ question and be able to have the person ask for more information. This is where creative writers can help you. Just saying you are a builder, an accountant or a web designer is insufficient, unless you want the person to categorise you and move on.
