When you communicate, you must do so effectively. How do you gauge if someone is communicating effectively? First, the sender must be able to convey the message in very unambiguous or very clear terms. Second, the receiver must be able to understand what was being conveyed. Such is the dynamics in effective communications – both the sender and the receiver of the message must be able to do their parts otherwise, there is a breakdown in the loop.
This is also true when you communicate through your marketing collaterals like brochures, flyers, direct mail, or posters. The message in these marketing collaterals must be very clear to make sure that the receiver understands. Often, your message together with visuals is what makes marketing strategies like mailing services effective and generate greater response.
So how do you effectively communicate through your marketing collaterals? Packaging the message is more art than science. It's not that easy because you have to be precise so that your target readers will know exactly what you want to say. And more than anything else, your message should be a creative process that determines three factors: your general message, your message structure, the feedback.
The general message is the overall idea. It is what you need to consider when packaging your message. Who is it for? What kind of platform would you use for this message? Are there any advantages if I prefer use mailing services more than brochures? What's your product? What's your purpose in coming up with your message?
The message structure on the other hand, allows you to be different and stand out amongst the many types of platform that saturate the market. Your target clients will definitely compare you with the other collaterals in the market. But what you say in your message will definitely give you the edge over the others. So make sure that your message appeal to your audience. Whether it's emotional or humorous, your impact depends on the structure of your message.
Last but in no way least important is the feedback process. You do this before you even send out your message. The purpose of this exercise is to make sure that you get the right message to the right audience. The most common way to do it is to create a focus group were you can present your message in several forms. The one that gets the most impact should be selected to be used when you finally decide to distribute your collaterals to the public.
Ultimately, what you want to achieve is to get your message across. There are many platforms but you have to decide which you think is the most appropriate for your business. The communication process is one important factor to ensure that your business becomes sustainable but making your target clients or customers act on this message is another thing.