12 shortcuts to get marketing campaigns out the door
I think most business-to-business marketers should aim for “get it out” and “good enough” rather than aim for perfection. Why?
- Perfection is impossible to achieve
- Marketing campaigns and materials spend too long in concept and development
- Waiting for perfection causes significant delays in getting your message out
- Even worse, your marketing messages never get delivered at all.
With this in mind, here are some ideas and resources to consider for your marketing:
Use what you’ve got
Consider repurposing or refreshing your existing materials instead of constantly re-inventing the marketing wheel, consider re-purposing or refreshing your existing materials instead of constantly re-inventing the marketing wheel.
The reasons someone should engage your company are often the same as in the past, so why not update the marketing materials that were successful in the past. (We are usually sick of our marketing materials long before they stop working with our prospects.)
Focus on clear messages
Craft clear, well-targeted headlines and messages which offer real solutions to your prospective customers’ problems or pains. “Oh-so-clever” copy often doesn’t communicate as well anyway.
Write that copy
The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells by Robert W. Bly is a great book if you want to “do-it-yourself.” Or you can find copywriters who can do the job for you by searching on the Internet using phrases like “B2B copywriter” or “direct mail copywriter.”
Proofread your copy
To avoid typos and grammatical errors, use a proofreading service like
Use compelling offers instead of give-aways
Compelling “how-to” or information offers or “buy now” calls-to-action will get prospective customers to respond as an alternative to using costly give-aways.
Mark Joyner’s book, The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less, is worth reading.
Mailings: Get personal
Fire up your printer and send personalized letters to your prospects, instead of spending a lot of time creating fancy, expensive mailers. Then use window envelopes so the address on the letter shows through to avoid having to address the envelopes too.
Remember, longer copy that is easy to skim (i.e., using subheads, bullets, call-outs, boldface, etc.) works with both those prospects who prefer to read all the details and those who prefer to get right to the bottom line.
Use email instead of print
E-mails to your opt-in list of prospects are another option to developing more costly mailers.
Events: Keep it simple
Instead of developing webinars and other events on your own, consider partnering-up with another company or organization to host your event.
Photos: Stock photo sites got better
Instead of paying for custom photography, consider low-cost stock photos. Type “stock photos” into your browser, and dozens of sites will come up.
Part-timers can help too
In addition to hiring full-time people, consider part-timers to help get the marketing job done.
When my daughter started kindergarten, I’ve met a number of moms (and a few Mr. Moms) who are ready to go back to work after taking a few years off to raise their children, but now only want to work part-time.
If you need specialized expertise on a project-by-project basis, consider hiring independent contractors like copywriters, designers or event coordinators.
And if you’re willing to trade experience for enthusiasm, consider hiring one or more interns from your local college or university.
Know when good enough is good enough
Next time you find yourself thinking about making your marketing perfect, I challenge you to think instead about what constitutes being good enough, and how to get it done sooner rather than later. After all, no one can respond to your marketing if it doesn’t reach them at all or in time.