Nudge Marketing: With the power of the internet growing by the second, is the age of printing dead?
Nudge Marketing: Someone asked me the other day if I thought, with the power of the internet growing by the second, was the age of printing dead. My answer to them was “No the age of printing isn’t dead. What’s dead is the age of printing that doesn’t work.” Let me explain what I meant by this. As you can imagine, in my line of work I see absolutely masses of marketing collateral in the form of marketing brochures, presentation folders, mailers, exhibition graphics, you name it. I often provide for companies a free audit of what they have in their ‘marketing toolkit’ and I take a look at pretty much everything they use to promote their business – Marketing advice Haywards Heath. During this review I give the business owners or managers some free advice on what works and what doesn’t, with the aim of providing an unbiased insight or perspective that perhaps they are currently lacking.
Nudge Marketing: Two mistakes present and one requirement missing – what am I talking about?
Over and over again I find one of two things are present and over and over again I find a lack of one specific thing. Interested? Starting to think “uh-oh! Am I about to recognise something he says in my marketing collateral?” Well the honest answer is yes maybe you are but don’t worry I’ve written this blog constructively and with respect. The whole point is that it may help provide some useful perspective – not criticism.
So what keeps coming up? Ok the first and most common is printing (marketing brochures, mailers, adverts, leaflets, etc) with far too much info packed in. I understand that it’s important to a business to want to get everything they can across but I promise you that in terms of the recipients attention span this course of action is doomed. You have just seconds to make your point. The only person who’s likely to read every word from front to back is you because it was you that wrote it or you that commissioned someone else to write it. The more words you pack in the more you dilute the potential for getting your point across. The second thing I come across frequently is design for designs sake. What I mean by this is stuff that looks fantastic! Really beautiful design which sadly doesn’t actually do anything. Designers are awesome at designing (or at least they should be if they’re good at what they do) but they can often be the worst people at ensuring the design works and communicates a message to its audience capable of delivering the desired outcome.
Ok- I’ll tell you what’s missing
Nudge Marketing: Ok so I’ve told you the two most familiar mishaps which are often present. So what’s missing? The ‘nudge’ is what’s missing. Referred to as ‘choice architecture’ – the art of indirectly influencing decision-making. To put it another way a push in the right direction. Print that works should all be taking it’s recipient in the direction of a desired outcome. Great design is what grabs the attention and combined with the right words, effortlessly communicates a message to the recipient. What makes the difference is the nudge or preferably series of nudges which gently guide your potential customer through the design making process to the outcome you’re looking for which depending on the product and service being offered and the market it’s being offered to will either be someone buying what you’re selling or buying you which they will then buy from. Without the nudge it’s just info.
If your business is in West Sussex, perhaps you were searching for ‘marketing advice Haywards Heath’, you have 5 or more staff and you’d like to take advantage of some FREE tips and tricks to get the most out of what’s in your marketing toolkit then all you need is coffee and biscuits and I’ll be over! My name is Henry and you can reach me on 01293 536362