How To

A normal business card is one of the simplest pieces of marketing that can be left with a potential customer or client. Often simply called a "business card", it identifies a person, their business title, and the company. A division may also appear on the card.

Proofreading a document usually involves some simple "tricks", including quickly reading through the document to get a "feel" for it; reading the document aloud to see if it "sounds" right; and reading the important parts backwards, such as headlines, quotes, and important information like addresses. Preferably, have a second person present to help detect the errors.

One of the fastest and least expensive ways of deciding if your graphic is effective is to get it assessed. In terms of corporate graphics, you want it to uniquely identify your company, its goods and/or services.

A business idea is one that can be commercialized to solve a problem. Your business plan will be based on this idea.

A white paper can be a marketing white paper or a technical white paper. Writing a marketing white paper serves 2 purposes: it provides the reader with relevant information, such as identifying an unmet need that may be recognizedi or not; and it outlines reasons why the reader should buy your product or service. These reasons are usually expressed as a series of benefits.

A tag line captures a company's purpose, value, and major benefits in one phrase. It is a brief message - between 3 to 9 words that "tells not sells", by being informative. It creates a "first impression" regardless of what your company does, what market(s) it serves, or how long it's been in business.

An pitch must generate interest quickly. Effective pitches normally: identify a readily understood problem; present a clearly credible solution; provide a benefit statement; and have a call to action.

A compelling pitch identifies a problem, explains the consequences of the problem, offers your solution, and outlines your solution's benefits.

An elevator pitch is a short sales presentation. It needs to be compelling and typically lasts from 30-seconds to 1 minute.

A sales letter is a form of direct marketing that uses email, postcards, inserts, and other printed material as a means of communicating a sales or fund-raising message to its target audience. The purpose of an email sales letters is to generate leads (a response) - not a sale. That could be a positive return email, an agreement to meet for coffee, a download of an e-book or guide, sign up for a 30 minute seminar and so on. A good email sales letter opens doors; the sale is the next separate and distinct step in the process.