Make Every Document A Marketing Document

Make Every Document A Marketing Document

Make Every Document A Marketing Document

By John Jantsch

Every scrap of paper that leaves your business is performing a marketing function.

Today’s idea is not earthshattering, but it is one that many businesses, large and small, overlook.

You send invoices, fax covers, memo, notes, request and all other manner of “non-marketing” related correspondence to – you guessed it, your clients, referral sources and prospects.

It’s a pretty simple thing to A) make sure that these documents also conform to the image you project in your marketing materials and B) make them sell a little.

There no harm in introducing a new product in every communication, regardless of how mundane.

  • Put your company story on the back of work orders
  • List all of your products and services on fax covers
  • Insert a coupon for a special offering in your statements
  • Put two business cards in your thank you notes

Many small businesses make the mistake of assuming that an existing client knows all about everything your offer. No, they probably know about the one thing they buy from you. Continue to subtly educate at all times.

Heck, resell your internal clients (your staff)by reinforcing marketing messages in your internal documents.
You get the idea. Again, not a big breakthrough here but something you should be doing. It’s this type of attention to detail that, over time, adds to the collection marketing momentum your business needs.


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