Let’s say you have identified your ideal client, and you’ve take the second step and have determined where they are ‘hanging out” online and offline and what the best way of reaching them is (i.e. search engines, via a cold call or email, or through a referral, to mention just a few of the ways you can reach out). A good next step in your pursuit to get new clients is to create your marketing and collateral materials.
What are collateral materials?
On Wikipedia, marketing collateral, is described as “the collection of media used to support the sales of a product or service. These sales aids are intended to make the sales effort easier and more effective.”
Unlike advertising, collateral materials are usually used a little later in the sales cycle when you actually have a prospect or lead. Some collateral materials small business owners may compile in advance include:
- Sales Scripts
- Elevator pitch
- Email form letters
- Anything that will aid you in reaching out
Why develop your materials in advance?
Now that you specifically know who your audience is, you can write or prepare these materials without having to worry about radically changing it, or starting from scratch every time you have a new prospect. Your sales pitch should work for all your prospects, specifically because you have narrowed your audience down to a specific niche.
Having these materials prepared in advance will help streamline the sales process, so that you do not need to interrupt your flow just to follow up with a prospective client.
What other marketing materials do you need?
Also think about other marketing related materials that you may need to have ready by the time you start reaching out to prospects:
- Social media profiles
- Updated Website
- Business cards
- Any flyers or advertisements
Many materials, one message
Of course, all of these materials should spring from one, meaningful and consistent message about who you are and why they should care. It is potentially very time wasting to embark on creating these materials without first creating one centralized document that addresses a few key points that will be communicated in all of your materials. Such as:
- Who you are, what you do
- What services you provide
- Your prices
- What are the benefits of your services
- What is the one unique advantage you have over your competition, or what is your positioning
Addressing all of these points is the potentially difficult yet fun part of creating a business. You may want to consider creating a brand strategy as you embark on this work. Consistent messaging is very important in marketing and sales. Having a brand strategy can keep all your messaging on point, so that you don’t run askew as you get involved in the creative process.