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Marketing Literature for Your Business

By: Maggie Lonsdale BA (hons) - Updated: 19 Jan 2013 | comments*Discuss
Marketing Literature Marketing

All businesses have to be aware of what their marketing literature says about them. If it didn't matter, there would not be so many brand launches, new logos and marketing and PR consultants. The fact is, people only know what you tell them, so even if you are the best recruitment agency in the world, if your marketing literature doesn't support that, it will be hard to build your business.

Of course, referrals and word of mouth recommendations count for an awful lot in many businesses and the recruitment industry is no exception. Think of these as verbal marketing campaigns, promoting your business on your behalf. You want people to say good things about you and your recruitment agency. Physical marketing literature is no exception, so here are a few details to bear in mind.

Quality of Message of Your Marketing Literature

Spend some time working out what you want your business to represent, what you feel are your company USP's and who your target clients are. Look at what your competitors are saying, see what type of marketing message other companies you respect say. Align your business with a well known shop whose target audience is similar to yours and think about what image they portray to their customers through their marketing literature.

When you have come up with a definition of your target audience and you understand what you want to tell them, you can start to think about the actual marketing literature. You can use the same message and the same strapline on your leaflets, brochures and advertising, as appropriate. You will then only need to update your message if you decide on a relaunch or introduce a new service that changes the requirements.

If you cannot afford to have a marketing specialist write your content, think about having it at least checked over by someone who works in this field. It can look terribly junior to have a badly written mission statement or any marketing literature.

Quality of Product of Your Marketing Literature

The actual paper, website or brochure that represents your business needs to be of the best quality you can afford. There is no point spending time and money on having a great piece of marketing literature written for your recruitment business, only to have it printed on cheap paper. Use a heavy weight paper for all your presentations and correspondence. You do not need to have the expense of full colour printing if you choose a one colour logo.

You are able to buy low cost websites now which are affordable for most people. Although you may wish to support a local business, unless they are competitive and have modern design ideas, your site could end up costing you just as much as a great site, but for a lower quality result. Ask to see previous sites they have designed and check that they suit your style, budget and target market.

Keeping the Promises You Make on Your Marketing Literature

Before you start sending out leaflets and brochures that say 'No Quibble Money Back' or 'Free Temps!' make sure you are able to support what you are promising. Don't just make grand statements to win business. This is especially true in the temporary recruitment sector because cash flow and paying temps can be a real nightmare, especially in the early days of your new recruitment agency. It is a better idea to offer bonuses or incentives in terms of service provision rather than money off, that way you just have to work harder, rather than get less actual money.

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