A wise and successful colleague once told me “Everything communicates!” The quality of your website, your brochure, the envelope in which it arrives, and the paper you print on, all represent your end product or service. If your first impression says “I didn’t take the time,” or “I didn’t want to spend the money,” then that message is transmitted to the product you offer.
Take time to think about your marketing strategy before you create your next materials. Then ask yourself: How you can I use quality to differentiate my business in a competitive market?
Good production quality and vigilant photo choices are essential. If you are not already doing it, consider using custom photography rather than stock images. Think twice about shooting any photos with your smartphone or buying a "senior" image from the web. The difference in price is less than you might think. Of greater importance is the quality and value you will receive with custom photography and you won’t see your happy customer in a competitor’s ad. I’ve seen developers spend 40 million dollars to build an Assisted Living community and then use a sixty-five dollar stock photograph to promote its Grand Opening.
I had another client whose biggest fear was that someone might think his assisted living community was like a nursing home but his website was full of stock photos of women in scrubs with stethoscopes caring for frail elderly people in wheelchairs.
If you have staff or resident photos on your website be sure they have been shot in the same environment by the same photographer. If you have headshots on your site or your social media page they should all be uniform - same lighting, same background. No party shots, phone pictures, no pet photos, no cleavage. This is serious business.
Make sure your logo is on everything you print or publish. It is your brand. If you don’t have a tag line, create one. In six or eight words it should say what you do and stand for.
If you are going to give materials to someone make sure they are in folder and that everything in that folder matches. If you have a change of address or staff, reprint. Stickers scream, “We are not worth the price or the effort of printing again.
If you are waiting to re-brand or upgrade your website don’t sit with outdated, second best images and copy because you are waiting to re-do the whole thing. Change what you can now. If you wait to do it perfectly it will never get done.
That same wise and successful colleague also told me, “Perfectionism and procrastination are the same character flaw.” This is always true in business.
My insights for your success.