Clear and Definite Purpose

The biggest mistake people make when they develop and deploy marketing communications is that they have no clear sense of purpose, For example, I recently re­ceived a letter from a vendor with which we do business. The letter was to announce the company’s new slogan and logo, which were going to be launched within the next six months.

The company wanted its custom­ers to know that this was more than a “marketing ploy;” rather it was a whole new way of doing business, and customers would notice the difference almost immediately.

That was it. No specifics, no invi­tation to learn more, and, most importantly, no offer. Bottom line: I don’t know why the letter was sent. It didn’t encourage me to do business with this company or to recommend it to my colleagues; and it certainly didn’t get me to place an order of any kind or send more money.

In other words, it was a complete and total waste of paper, ink, and postage.

You can’t afford to make this mis­take.

Every communication should have a clear and definite purpose.