Productive Promotions – When Less is More

It’s a long held truism that knowledge is king, so it is no surprise that useful information is a valuable commodity utilized by advertisers to attract new business. The web is brimming with information from blogs to online books, from news articles to newsletters, and often leaves the viewer overwhelmed by the sheer number of available choices. However, it is wise to remember that just because you write it does not mean they (your potential customers) will read it. It’s a mistake that you as a small business owner can easily make, and fortunately, just as easily, correct.

Quite naturally, you are all pumped up about your business and want to share a wealth of information on the subject of your product or service. You might be tempted to publish a lengthy newsletter, article, flyer or brochure, dense with verbiage extolling the virtues of your business. However, you are more likely to make a lasting impression on your prospective audience by demonstrating your respect for their busy lives by cutting to the chase (as much as possible given the nature of the information you wish to disseminate.)

Keeping It Short and Sweet

A good rule of thumb to remember when creating informative promotional materials: if it goes without saying, then don’t say it! As a consumer, I want to know enough about a product or service to determine if it is suited to my particular needs. Everything else, to a certain extent, is fluff. Now some fluff can be a good thing especially when it puts a human face on a business that I’m feeling unsure of, otherwise, I prefer my information in a nutshell.

There are many great ideas out there for succinctly sharing information about our products and services from fact sheets and summaries to a nostalgic favorite: the postcard. By its very nature, the postcard requires a precision of thought and expression to convey the desired information and lends itself to a more pictorial presentation, which as we all know, is worth a thousand words. Whatever communication medium you choose, you can’t go wrong if you keep your focus on your audience and are ever-respectful of their time constraints.