We’ve all seen how brochures meander, handbooks slide into the boring, and Web site content gets repetitive. And while the editorial process calls for a bit of experimentation, the overly adorned, a tad-too-strange piece of marketing won’t connect with your audience.
Every part of a marketing campaign has to fulfill a range of needs of the target audience. Every page of every piece has to meet the intended informational goal. Every tweet or text has to trigger a specific action or reaction.
Your desired customer never arrives in a perfectly orderly fashion—no one opens up a brochure on page 1, or clicks through Web site sections 1-2-3.
Focused marketing materials reward the customer with qualified, actionable information no matter how or where the person enters the information stream. Specific, simplified language generates comprehension that gives the customer reason to keep going.
Scott Bowen Creative can help focus the brochure while cutting the page count. We can revise the Web site to make it compelling so the customer keeps clicking.
Together, we can create a whole suite of collateral that functions in concert, in such a way that no matter how a customer enters the realm of information, that place is a perfectly fine starting point and the trail onward is clearly marked and fulfilling at every point.