Why you need clarity of objective in all your marketing…

Over the years I’ve seen a lot of marketing pieces that are highly ineffective because they are trying to do too many things, so they do none of them well.

Prospects are left confused and as soon as it feels like hard work, they’ll just ignore any piece of marketing.

That’s why every piece of marketing you produce must have a clear objective in mind – and then everything on the marketing piece is there solely to encourage that outcome to happen.

For example, if you have a sign-up page on your website offering a free buyer’s guide, then all images and copy on that page must be focused purely on the benefits of the guide and why it’s worth giving you their personal details to receive it.

If the page also lists other services, products or information, less people will sign up.

It sounds so simple and obvious, but it is amazing how many marketing pieces get this wrong.

So remember, step 1 is always to make sure you’re crystal clear on the objective.