August Look-Smart Tip

Have you ever been on a really uncomfortable first date where your date feels compelled to divulge his/her entire life story in one sitting? Just like childhood stories are best saved for much later in a relationship, the same is true for business marketing. Is your company trying to tell its entire story on the home page or in your 3-panel brochure?

To achieve a successful marketing piece (and first date) it’s best to give just enough information so the other person is intrigued to find out more. Give them just a sample of how your company can benefit them and then guide them to your website or blog or entice them enough to sign up for your e-newsletter. Marketing this way turns your prospects into seekers, and then long-term customers.

Look-Smart Tip: Take a look at your company’s website, brochure and other marketing materials. Are you giving up so much information prospects don’t need to contact you? If so, it’s time to, as my mother put it to me, “leave something to the imagination” and make your customers dig a little deeper on their own.