Today, think first about content

In these times of market uncertainties and geopolitical frustration, the marketer’s mantra should be: Get back to basics! Too often we see marketing tools that dazzle the eye and sizzle the senses, but leave us with no message. Customers today are edgy, and with a splintered attention span, but they are a savvy lot. They require real information to make important buying decisions. Too much information can overload the senses. Too little and you’ve created no desire. Ask yourself...

* What is the real message I want to deliver?
* Does the copy deliver that message with brevity and clarity?
* Will these words connect on an emotional or intellectual level?
* Are my graphics relevant to my message?
* What do I expect this piece to accomplish?
* Have I provided the right stuff to make that happen?

Answer these simple content questions for every marketing tool you create and your reward will be improved bottom-line results.