It Always Come Down to Words by ROBERT JOHNSTON

"The Importance Of Copy
It has often been said that a picture is worth a thousand words. However, when it comes to marketing, 1000 words can be worth a picture perfect P&L. The words on everything from your business card to your advertising flyer convey an important message. The right words can mean a sale. The wrong words can translate to a missed major opportunity.

The sales copy included within your promotional materials conveys to the public exactly who and what your company is. Large corporations employ a deep level of psychological and industrial design analysis when formulating their message. You most probably do not have such abilities. However, there are alternatives for the small business owner. Many freelance advertising copy writers are available. Some have rates which won't bust your corporate budget.

In addition to the actual words it is important to give careful consideration when selecting colors, images and other design elements. All combine to exude one coherent message. If you are attempting to sell meditation tapes, then you probably wouldn't want a bright red logo with busy surrounding graphics. Conversely, if you are promoting hip hop bands, then you most probably won't seek relaxing colors when doing your flyer printing.

Start With A Burst Putting Your Best Stuff First

Consumers (especially of the younger demographic) have limited attention spans. Odds are high that if they aren't fully engaged at the beginning of your sales copy, then your postcard marketing campaign will just produce additions to your potential customer's circular files. The title and subtitles of all materials must be both eye catching and informative. They must impart to the reader a desire to continue further into your copy, or the remaining words might as well be invisible.

If you have a limited marketing budget for outside assistance it is best to deploy it for consultation strictly relating to the top of the page. If you capture your audience's attention initially the rest of the ride is downhill. Conversely, turning them off at the start presents a tall mountain which most often proves impossible to overcome.

Know The Crowd To Which You Are Playing

Predicate to effective ad copy is good market research. Who are your potential customers? What are their likes and dislikes? What is their sociology and demographics? These are all important questions to answer prior to even starting the creation of your message and brand. Failure to know who is in the stands can lead to a professional wrestling presentation being made to an opera audience.

Market research can be expensive, but it doesn't have to be. There are many free resources available online. Look at competing companies within the same space. Especially scrutinize the successful ones. Talk to family or friends who are of the right demographic, and bounce your ideas off of them for feedback. There are many tools a creative small entrepreneur can employ to help better understand their marketplace.

Get The Word Out

There are many modalities to convey your message once it is crafted. Internet marketing is a familiar avenue to many of you. Offline activities can also prove to be just as effective. Devising good advertising flyers and engaging in postcard marketing campaigns are both proven paths. Methods for broadcasting your message are limited only by your imagination.

Know your audience. Craft the right message. Get it as widely distributed as possible. These three steps, if done effectively, will bring your business into the big leagues.