Gotta have a website
What is the first marketing requirement for a business?
I think that the answer to this question probably used to be (and still may be): A brochure. For many businesses this was seen as essential on a number of levels. Most importantly it was the primary means to “get the word out”. Something tangible for our service business that we could leave with prospects/send to them/leave on the side at trade shows. Perhaps maybe equally important: It makes us feel good about the business - it is real and here is the proof.
What is it really saying?
Most businesses do a lot of things. Even with a clear idea of our ideal client profile, what we do for them and so on, it is very difficult to summarize everything in print. There is always something else, perhaps we add a service and then the brochure is redundant. What if we move? Don’t forget that we get the best deal on printing the more items are printed - so what do we do with the 5000 brochures we have left over when we move?
Thankfully a lot of these problems are minimized or avoided with the advent of the internet and our ability to get our message out that way. However, how many businesses simply replicate their brochure on line. So, even though we can now change the website as often as we want, are we making the same mistakes I often see in brochures.
What mistakes are you talking about?
A brochure can be effective but, be honest. How many times is it simply a list of services that relies on the reader to make the connection with their own business or personal issue? In an effort to make sure all the bases are covered brochures are often very wordy. Sometimes brochures are handed out with an apology and or disclaimer:
“This is a little out of date now as we have changed a couple of people and added a few services, but it should give you a good idea of what we are about”
The problem is that this is exactly the same issue that can befall a website. In other words it becomes an online brochure with no better insight for the prospect than a printed example - except more frequent updates. It still comes from the perspective of the business itself or, worse, the webmaster who controls the site. What is the fist page that most users are directed to? Yup - “About us”
I am not saying there is no need to define what and who you are as a business but it shouldn’t be the first thing, or the center of the site. Make sure that you have grabbed attention from someone who has landed on the site before you start telling them everything you do. How do you do that? Think in terms of your ideal client -what issues are they wrestling or struggling with? This will be a far more compelling reason for them to explore your site and discover your unique value.
Of course, you can also take that approach with a brochure - should you decide, after reviewing your marketing apporach that you even need one!