Here are some important data-points, i’ll dump them all here then go over why they’re important, examples, etc, etc;

  • If you’re making a leaflet, or a website, or whatever, you need to know what the reason is. You might have your own internal, behind-closed-doors reason for making it, but just the existence of an event or a place or a product is not a good enough reason- what do you want people to do? Come to an event? Buy something? Or do you just want them to know about it? Or are you trying to educate them? Make sure you know what the purpose of the thing you’re making is, and then you can plan accordingly. Knowing the reason you’re doing what you’re doing helps you perfect your communication, and it also bleeds through and directly effects the reader if you’re confused. They will also be confused as to what you are even trying to do and they will not understand exactly what it is that they are even being asked to do, which puts a spanner in the works if you want them to actually do it. (though not everything needs to be for results, some stuff you want to have just because it’s cool or because you want to or someone else wants to. But that’s art and this is an article about marketing. Art and marketing are wildly different and the more you learn, the more you’ll realise exactly how different they are)