What kind of response do you get from your marketing efforts?

• What do prospect's see when they read your marketing materials, your ads, your letters, your web site, etc...?

• Do your prospects instantly understand why they need to buy from you?

• What do you need to do to fix your marketing materials, your brochures or your web site?

Take this Test To Find Out.

You won't be graded - but this test will give you valuable insight and some food for thought. You're spending money on your marketing materials, your brochures, your letters, your ads and your web site to bring in business - Are they up to the task?

It helps to get other people to take this test as well - best if they aren't in your business or in your family. Let them take the test without your supervision. Enlist people off the street (offer a few dollars if you can) . It will give you great insight into what your public is reading from your marketing.

Step 1 - Your Website:

Bring the home page of your web site up on your screen and push your chair back at least six feet.

What first catches your eye? write it down...

What do you read first?

second?

third?

Now roll your chair back to normal position and think about what you are expected to do next. Is there a clear direction - are you encouraged to go to a particular page or do a particular task or are you left wondering what to do next?

Do the colors used in the website differ from your business cards or your ads?

What is the primary message that your home page says in 10 words or less.

Is your brand identity consistent with your business card or your other marketing materials?

Is your contact information clearly indicated?

Step 2 - Identity:

Take your business card and your letterhead and tape them up next to your print ad(s).

Do they look like they are from the same company?

Do they look like a "matched set"?

Which words best describe the appearance of your business stationery:

• interesting
• functional
• utilitarian
• exciting
• informative

Which words best describe the message that they convey about your company:

• professional
• cutting edge
• playful
• exciting
• responsible
• efficient

Do you know what message you want to convey about your company is?

• professional
• cutting edge
• playful
• exciting
• responsible
• efficient

Step 3 - Print Ads:

Now take your most recent print ad(s) and tape it up on a wall. Step back at least ten feet.

Where does your eye go first?

What thought comes to mind first?

second?

third?

This is the hard part - conciously remove yourself from the content. Try to blank your mind from what you know about your business, your competition and your preconcieved ideas and try to think like someone who knows nothing at all about you or your business...

Does the first line make you want to read the second line?

When you read the second line does it make you want to keep reading?

Does your message state a clear challenge and solution? "Buy this because it solves this problem."

Is your company brand identity clear?

Can there be any confusion as to who is selling what in this ad?

Does the text give you the urge to take a "next step"?

Is it clear what the "next step" is?

Is the vehicle for the "next step" like a phone number or website address clear or do you need to search for it?

Does anything come to mind that you think could be better? quick write it down... (It's OK if you don't have the solution, but sometimes the missing bit is crystal clear)

Could you do a better job of grabbing your prospect's attention initially?

Could you do a better job of keeping your prospect's attention?

Final question - and this one is just for you - what are you going to do about it?

You could go on using the same marketing materials that you have been using all these years. And you and I both know they don't do the best job at getting and keeping your prospects' attention. OR... you can do something right now about it.

Why bother? Well, effective advertising could bring in new clients who may have seen your old ads but were uninspired. or in the case of some of the small to mid sized businesses I've worked with, could double or triple your client base in just a few months. That sounds like it's worth the bother, doesn't it.

Want to learn how to fix your small business marketing so you attract more clients and increase your sales and profits? Give me a call at 800-279-2971 or send me an email - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it - include your test results if you like so we can get the ball rolling right away on your Free Analysis..

Copyright April 20, 2007 by Dawn Amato - Rudolph - Sidewalk Designs, Inc 

Is there an issue that you would like Dawn to address?  If so contact Dawn at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it and tell her what you're thinking.