Business owners frequently spend a great deal of time developing sales and marketing materials, only to miss their intended mark with potential customers. Coastline Studios recently had a client who needed help developing a new sales brochure. In the course of our interaction, we discovered several problems:
- Excessive information in all marketing materials
- Highly scientific data and graphics, inappropriate for most clients
- Negative comments about competitors
- Minimal feedback in the brochure development process
Once again, our client certainly knew his customers better than we did; but he applied an overkill strategy to try to elevate his brand. He also allowed his staff to adapt presentations ‘on the fly’ with unintended, unprofessional results.