Existing and potential customers always have their own needs. That's common sense, but when you are about to develop new print or web-based materials, it's necessary to ask "What needs do my customers have?" and "Why do they have these needs?"

If you ask these questions, you will immediately begin to differentiate your organization and the services you offer. Why? Because organizations often create materials that are focused on their internal needs rather than on their customer' needs.

A common mistake to include too much information in marketing and advertising materials. Some organizations do this by accident. Others think that if they include every piece of information, customers will 'find' what's important to them. Instead, these organizations will probably lose sales because most customers will move on. 


Whether your organization sells products or services, or is a Not-for-Profit charitable organization, you need to maximize your revenue generation by developing materials that speak to your best customers.

What steps can you take next time you development of marketing materials?

First, distance yourself from your product / service. Be objective. Distancing yourself is where there will be a big pay-off, but it's also the most difficult thing to do. Other steps you can use include the following:

  1. Clearly define your customers / potential customers.
  2. Define the Unique Value Proposition of your product / service.
  3. List available resources, both internal and external.
  4. Have a realistic, measurable objective.
  5. Prepare a strategy to meet your objective.
  6. Define a timeline and the critical steps needed to meet deadlines.
  7. Establish a budget that is in line with the strategy.

Want to learn more about our services?

If you want to learn more about how you and your organization can benefit from our services, call us at 416.617.0462.

We work to build long-term, collaborative relationships that maximize your overall success and earnings.


Copyright © 2015 by Bruce Mayhew.


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