To create the most effective marketing materials, you need to speak to your customers about their problems in terms that they use and understand. Yet truly understanding the world from a customer’s perspective is a challenge for many B2B companies.
How much does your company know about its customers? Do you use that knowledge to improve the effectiveness of your marketing communications? How does your understanding of your customers and use of this knowledge in marketing communications compare with that of your peers?
Take our survey that explores these issues.
I’ll summarize the results in a future post.
The number one error I see most often with inexperienced writers of marketing material is trying to tell customers everything they know about their product/service.
Marketing material that is intended to drive customer action should identify a need and offer possible solutions. More detailed questions can be answered by sales. I've never bought anything from a brochure only.
Posted by: Scott Bucholtz | March 06, 2010 at 08:26 PM