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Jo Ann LeQuang's Articles in Business
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Your Business Should Produce at Least One Newsletter
Newsletters remain a powerful marketing tool because they are targeted, specific, and often eagerly welcomed communications from you directly to your customers. Your newsletter mailing list can be pure gold, and the quality of your newsletter can help retain customers. However, few companies produce newsletters nowadays. They seem old-fashioned. However, newsletters still work today.
This Mother's Day Let Your Mom Be Your Marketing Focus Group
When writing very technical or complicated information for a lay audience, such as writing about medical products for prospective patients, it's a good idea to subject the material to the "mom test." Although it may sound silly to use your mom (or other willing relative) as your free focus group, we have had great success and gotten lots of good ideas from "the mom test."
Everything You Know about Medical Advertising is Probably Wrong
Medical advertising is highly regulated advertising aimed at an expert audience of avid readers extremely interested in your product or service. Using the same consumer advertising strategies you would use to sell soap or sneakers does not work. They need information. In short, most of what advertising "experts" will tell you is wrong: give them a lot of copy (not a little) and stress features (not benefits). This articles tells you why.
Naming Your New Product
Naming a produc tis the sort of thing that sounds like fun until you've had to do it. In many industries, the best names are already taken and there are a lot of legal hurdles to overcome in the search for the perfect name. Alas, there may be no perfect name. But here are some tips for your organization to at least find some serviceable names.
Branding Product Literature and Packaging
Many companies rush into branding assuming it is an exercise for promotional literature, advertising, and invitations. It may be far more important to your business to brand your packaging and technical literature for the simple reason that it is the zone where your company connects most directly with your customer.
Identifying Your Brochure's Target Audience
Medical companies and hospitals spend a lot of time and money creating brochures, but often they miss the mark. It's not that they're not good--they just are written at the customer instead of to the customer. Good news: it's not hard to fix the writing.
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