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WHAT'S YOUR IMAGE?
So you think your company is all that.
And why not? You provide an excellent product or service, you excel in nurturing customer relationships, and you run a professional, ethical operation. Best of all, your clients love you and will probably be lifelong devotees. Good for you.
But what about the millions of people who don't know you? What image are you projecting to your prospects - those who can only guess who you are by the way you market yourself?
Does your reality (efficient, caring, customer-focused organization) meet their perception? Sadly, we've all seen marketing materials that miss the mark — and convey something far less than a buttoned-up organization.
For example:
- The well-respected real estate agency that sends out flimsy, dog-eared postcards
- The irrigation specialists with photocopied, lopsided letterhead
- The physicians' practice whose ad contains misspelled words
- The award-winning accounting firm with a poorly designed and written Web site
- The lawyer's brochure that flaunts grammatical errors
- The electrician with clip-art logo
- The interior designer who slaps a label over the outdated address on her business card
- The landscaper with poor-quality photos in his ad campaign
- The non-profit organization whose newsletter is printed on cheap stock and run through the photocopy machine
Even the way you answer the phone is a reflection of who you are and may determine whether a prospect becomes a customer ... or not.
The quality of the materials you put out there speaks volumes about your company - and should enhance, not detract from, the image you want to convey.
Every component - including logo, newsletter, brochure, ads, Web site, letterhead, direct-mail piece, and correspondence - should communicate that your business is professional, caring, unique, and experienced. If you're fun, eco-groovy, charitable, or generous, be sure to convey those characteristics as well.
Don't be afraid to give your materials personality.
And don't get stuck in the "poor house": Poor quality, poor grammar, poor spelling, and other poor choices can damage your image.
Most small-business owners fixate on their companies far more than they focus on marketing. However, the two go hand in hand.
Just remember: Only a tiny percentage of people on the planet are your customers. The rest only know you by your marketing. If it fails to impress - or doesn't get noticed at all - it doesn't matter how wonderful your company is.
Need help creating a memorable image that reflects your qualities, philosophy, and values?
Contact The Turtles today for a complimentary, image-enhancing consultation.
Or, visit our Web
site to learn more about us and our services. |
