Penny Wise Pound Foolish
by Andrew Shedden
The other day a young man who was offering me a unique opportunity to invest in his new business venture accosted me. Being interested in most everything, I thought it wise and courteous to spend some time finding out what this latest “opportunity of a lifetime” was all about.
He spent about an hour enthusiastically describing the wonders of his latest invention and was both motivated and motivational. His invention, for the bargain price of $6000 per copy, at first glance seemed to be somewhat expensive but the more I heard the more I liked. By the end of his spiel I was convinced that this machine would sell like crazy. He then did something that instantly killed my interest.
I casually asked him for a copy of his marketing communications materials and he obligingly reached into his briefcase to retrieve his brochure. Horror of horrors, his brochure had obviously been printed with a cheap ink jet printer on white bond paper on sale from Wal Mart. Like falling dominoes, each of the approach, pitch, and attempted close was in vain. My interest dissolved and he left desultorily dragging his briefcase behind him.
Questions I’d like answers for
In golfing circles, you are told that it’s your short game that wins the match. Why then, do people spend hours of time belting balls on driving ranges trying to outdistance John Daley? Why aren’t they practicing their pitching and putting?
How come Hollywood never discovered me? I mean my most fervent New Year’s resolution (before I gave them up) in 1999 was to become a leading man. Still hasn’t happened, very mysterious indeed.
Where are my shoes?
If history is an unending continuum of progress then why when the pyramids were being built were people running around Europe living in caves and painting their bodies with woad?
In marketing, why do companies spend infinite amounts of time getting the product, place, and price right only to sabotage their efforts with shoddy promotional materials?
Many business owners sorely underestimate the importance of their marketing communications materials. Whether you prefer printed material or you’re marketing your business on the web make sure that your materials accurately reflect the quality of your product or service. Take a very harsh look at every aspect of your marketing communications program. If you feel that your materials are too near and dear to your heart have an objective outsider give them a gander.
Questions you need answers for
The correct answer to all of the following questions should be no. If not, it’s time for a redesign.
What do your marketing materials really say about your business?
Do they say you’re broke?
If all of your money has gone into developing your product then how are you going to support and sustain its growth?
Do they prove you’re cheap?
If your marketing materials have been obviously done on the cheap why would your prospect think your product would be any better?
Do they say you’re inept?
True business professionals recognize they should focus on their strengths. Their efforts should be largely concentrated on perfecting their product or service. Leave the development of your marketing communications materials to the professionals.
Do they prove you’re illiterate?
Your materials don’t need to sound like they were written by Dr. English but should be clear, concise, and ultimately persuasive. Badly designed but well written materials are better than those that are beautifully designed and poorly written.
Do they shout out “amateur?”
You don’t perform root canals on yourself, do you? Unless you are somewhat unusual you probably didn’t build your car. Writing and designing marketing communications materials is a skill that takes many years to become properly developed. Don’t assume that anyone in your organization has this skill. Just because you have the software doesn’t mean you have any creative or artistic ability. It’s like saying that because you have the same skates as Wayne Gretzky you have his level of skill.
Don’t be penny wise and pound foolish when presenting your company to the world. One of the fundamental building blocks of your brand is how you communicate your image and company culture to the public. Always remember that in marketing as in life, appearance is reality.
