Before You Create Marketing Materials

Questions you must answer before creating your marketing materials.

It's counterproductive (and costly) to begin writing your ads, flyers, sales letters, brochures, catalogs, etc., until you know your exact target audience and the precise advantages your product can offer them. What's more, if you're ever on a tight deadline, this Q & A process can prevent anxiety and help you work smarter and faster under tight deadlines. Therefore, it's crucial that you answer these questions - in writing - before you begin.

	Whom are you trying to reach?
	What is the competitive situation?
	What do you want your marketing to do? ( ) to generate inquiries ( ) to answer inquiries ( ) to generate sales ( ) to build awareness ( ) to provide information ( ) to build company image ( ) to announce new products ( ) other:_______________
	What specific benefits are you offering them? How will it make or save them money? Save them time or work? Make their life easier, better?
	What proof do you have to substantiate your benefits?
	What will it do for them?
	What specific problem (s) does it solve? What opportunities does it create?
	Is your product unique or exclusive? What makes people furious or frustrated about the competition's products?
	Why should your prospects buy now?
	What will happen if they don't?
	What obstacles are preventing them from buying?
	What do you want the prospect to do?
	How do you want them to do it?
	What media are involved?
	What is your budget?
	What is the OFFER? (Is there a special introductory savings? Premium? Limited-time offer? 2 for 1 sale? Free information? Or, what will they lose if they don't act now?)
	Are testimonials or success stories available?
	Do you have a GUARANTEE? (100% money-back anytime)
	How will you measure success of your marketing program?

When creating marketing documents - ads, sales letters, self- mailing brochures, catalogues and the like, use this time-proven formula to generate results. It's called AIDA (pronounced A-Da), an acronym for Attention, Interest, Desire and Action. Get the readers attention. Appeal to the readers interest. Stimulate the readers desire. Tell the reader the action to be taken.

John Berry, Agricultural Marketing Agent
Penn State Cooperative Extension

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