If you run a small, brick and mortar health and wellness business your customers are most likely within a five-to-ten mile radius of your building. This means digital marketing techniques like newsletters, social media, and blogging may not be the most successful way to attract your audience.
What might work best is print literature. Flyers, magnets, business cards, ads on local, printed city maps... all of the things your community sees when they walk into the grocery store, the gas station, or the library.
But how do you design print literature so it stands out, grabs attention, and screams - pick me up and read me!?
Just like with digital marketing, focusing on what makes you unique is top priority. With all of the yoga studios, karate gyms, and chiropractors out there, you need to determine your niche early and repeat it often. Who do you serve, how do you help them, and why? Put that little custom elevator pitch on every piece you print from here on out.
With social media and email marketing, you can tell people today about something that's happening tomorrow. Digital marketing is timely but expires quickly. Print marketing, however, is exactly the opposite. Once you spend the time getting your design right, proofreading everything for the 30th time, and approving final proofs, you want your messaging to still be relevant.
With print marketing, make your message evergreen. Focus on why people need you, how they can find you, then let your website, office, or studio take care of the next steps.
Unfortunately, it happens so often that printed marketing materials don't match the rest of the business branding. Whether it's an inexperienced designer, a lack of brand guidelines, or a holiday campaign that goes on a few months too long... Do what you can to make your business recognizable in all types of marketing, year-round.
Your website should match your business cards. Your business cards should match your flyers. Your flyers should match your blog. Your blog should match your class sign-in forms, and so on and so forth. Choose your fonts, colors, logos, and image style and then stick to them like glue. Consistency goes a long way when it comes to brand recognition.
What's the downside of print literature? You only get one chance to get your message across in a clear, concise manner.
Feel like you have too many words on your tiny postcard? Instead of saying "we help mothers get back into shape" show a few 30-40-year-old women working out. Instead of saying, "clean, modern office space" show a picture of your building interior.
Using a couple of relevant images often works better than a full paragraph of words when it comes to getting your message across to your ideal customer in a way that sticks in their mind.
A few final thoughts... edit the snot out of your print literature. I guarantee you'll find one more comma out of place, misspelled word, or missing preposition every time you proofread. Having your clients find these tiny mistakes after the fact is more embarrassing than spending an extra day and one more set of eyes proofing.
Plan your promotions accordingly. If you hand out a few hundred flyers at a parade, it's a good idea to have a promotion running on your website at the same time so all of your new prospects are further enticed to give you a try.
Looking for more information on how to increase your voice and impact in your local community? Check out the free video training happening in September at increasingmyimpact.com
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