One Marketing Tool that Does it All!

By Stacy Karacostas

Every so often, I have a new client—usually someone who just opened a business in the last year or two—ask me what one piece of marketing they should do if their budget is very limited.

Well, if you are only going to do one thing (and you already have a business card), you obviously need a tool you can use effectively in a variety of ways and situations.

You also want something that is going to stick around in someone’s office. Not just end up tossed in the trash, or stuck in the dreaded “to be read later” pile.

So assuming you already know who your target market is, and what makes your business, product or service unique, I often recommend creating a simple “leave-behind” or two.

What, you ask, is a leave-behind?

It is a single sheet of paper that’s first priority is to offer helpful information to the reader. At the same time, it very subtly promotes your business.

Think of it a bit like a flier on steroids. Only instead of promoting an event, you are providing useful information in your area of expertise.

You see, people love to receive free how-to information. And they are far more likely to keep an informational piece around for awhile so they can refer back to it later.

Even better, by giving valuable information away you immediately begin to be seen as an expert on your subject.

Now perhaps you are thinking “Wouldn’t a brochure do the trick?”

Good question…

Brochures are fine tools, but generally not very sticky. Think about it…How many brochures do you keep around (not counting the ones in a pile gathering dust)?

“What about a Website?”

I am a huge believer in having a quality Website. And I think they are key to building a successful business, regardless of what industry you are in.

But the problem with Websites is, unless you put time and effort into designing a nice site, driving traffic there, and following up afterwards, it won’t do that much for you. It just sits out there on the Web until you send someone there.

So it’s just not my first recommendation for someone who wants one marketing tool. Especially when one or two leave-behinds can do the job on a much smaller budget.

Now don’t worry, you don’t need to be a great writer to create a highly effective leave-behind. You just want to provide helpful information in a clear and concise way.

All you need to do is create a bullet point list of tips your ideal clients can benefit from right away. And of course, a catchy title that grabs your audience’s attention and makes them want to pick it up and read more.

And don’t worry about spending too much time talking about you or what you do in your one-sheet. A line or two, or maybe a short paragraph explaining how they can learn more or you can help them get even more benefits out of ______, is good. Add in a call to action and your contact info. That is all the promotion you need.

To get started try browsing a copy of Reader’s Digest and reading any of the short, list-style articles. You know, the ones that start with “How to…”, “X# Ways to…”, “Discover the secrets of …”, etc.

Filled with quick bits of useful information and written in a relaxed, casual voice, these articles are good examples of the style you are looking for.

Not sure what to write? Try making a list of the most common questions clients ask you, then answer one or more on your leave-behind.

Once you’ve written your leave-behind, print a few out on your letterhead. But be sure to use better quality paper for a professional look and feel. No letterhead? Just add your logo and contact information to a Word doc and you are ready to go.

What can you do with a leave-behind?
• Give them away at networking and speaking events.
• Mail them to prospective clients.
• Post them on your Website as free downloads.
• Post them to free article banks on the Web with links back to your site to drive traffic.
• Give them to clients as helpful information.
• Use them as teasers to drive people to call or email for more info.
• Compile multiple leave-behinds into a booklet or e-book to sell or give away.
• Add them to press kits.
• Use them as the basis for an article.

Really the possibilities are almost endless. So grab a pen and get started.

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