PROMOTIONAL MATERIAL

Promotional material helps to establish a cordial relationship between the customer and the organization and to foster the customer’s confidence in the organization’s products and services. Organizations reach out to customers through advertisements, billboards, press releases, public relations, sales promotions, direct marketing, telemarketing, radio and TV commercials etc.

Promotional materials do not have a standard format. The design of the promotional material depends on what is being offered and the means and methods used to reach the customer. Promotional materials should be accurate and all claims should be supported by data. It should not make exaggerated claims or mislead. It should be prepared with the approval of the senior personnel of the organization to make sure it compiles with the policies of the organization.

The purpose of any promotional material is to reach the reader, convey the information, convince the reader of the quality of what is offered and then prompt him to respond positively. Thus it is important that the promotional material is well written in easy to understand language and presented in a logical and professional manner. The more customer friendly the promotional material the greater the chance of positive response from the reader. To achieve this, the customer’s needs are to be kept in mind while drafting the promotional material.

Promotional material should be clear in what it says. It should be concise yet complete, conveying all relevant matter. The text must be free of spelling and grammar errors. Use short sharp sentences that will convey the message clearly. Repeating the same matter in various ways shows lack of confidence and should be avoided. It is important to keep in mind ‘less is more’ principle.

Use visuals effectively to support the written or audio text. Ensure that the contact details are easy to find and easy to read. They should be in bold and in a logical location.

Promotional messages are illegal if they advertise false prices, performance capability, quality and other characteristics. The text must be ethical.