a marketing plan and use
it as a roadmap.
Having to write something down has tremendous upside. A written plan sets guidelines, lays out a target and delivers a framework for thinking. You cannot be all things to all people and a plan will force you to be strategic.
2. Design your marketing collateral for action, not decoration.
Good graphic design can be a difference-maker. Your materials do not need to look the same, but they must feel the same. High quality, and professional.
3. The image attracts you, but the headline keeps you.
Like good design, the headline should provoke both thought and action. The best headlines offer the reader a benefit.
4. Be Brief. Be Bright. Be Done.
Saying too many things usually communicates nothing; far better to say too little than too much.
5. People will trust their eyes before they trust your words.
You must be congruent in all of your messaging. You cannot for example, give a presentation about the quality of your programs while handing out a leave-behind sloppily done in clip art.
6. Business is about emotion. Cool products (or programs). Inspired people. People who care.
Emotional attachment is 2X more important than facts. You can’t bore people into liking you. Connect with your reader by story-telling.
Familiarity breeds business.
Don’t assume people know anything about you. You have to get out there in person, with press coverage, with advertising and more.
do not simply form impressions;
they get anchored in them.
Does UCF have any anchors you can think of?
The mind best remembers
things that are unique,
sensory, creative, and
Be unique, be individual, don't just do things because everyone else does.
In a crowded marketplace,
fitting in is failing.
a busy marketplace, not
out is the same as being