We’ve all heard the phrase that “anything worth doing is worth doing well,” right? The same rings true for any marketing campaign. If you’re going to market your business … pay your hard-earned money for marketing materials…they should be effective and of high quality.

“Give them quality. That’s the best kind of advertising.” Milton Hershey, Founder of The Hershey Chocolate Company


OK, so that quote talks more about providing quality product, but it is still true for providing quality marketing!


So what makes good marketing?

We at The Belford Group believe that any form of marketing must have certain elements to be considered “good marketing” (and by “good” we mean fantastic…because that’s the kind of quality you can expect from us):

  • Captures Attention
  • Effective Message
  • Call to Action
  • Professional Materials

    This rack card for The Lighting Master clearly demonstrates what they do and how they can solve a problem for the consumer. It also has a call to action that invites people to contact them to receive a similar service.

Captures Attention 

Imagine being in a networking meeting or at some other event where you’re asked to share briefly what your company offers. If people continue to move around or talk to each other—clearly indicating “I’m not listening”—what’s the point of you even talking?

The same is true for your marketing materials. If no one is watching, reading or viewing your marketing message, then it’s pointless. That’s why you must have materials that are engaging and capture attention immediately.

“To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” Brian Halligan Co-Author of Inbound Marketing, CEO of Hubspot


A big part of having an engaging and captivating message involves understanding your target audience. Where are they looking for marketing information? What medium are they most likely to use?

For example, older generations still reach for the phone book, so that medium is still relevant. The youngest consumers probably don’t even know where the phone book is located in their home—much less consider it a viable information source. This target audience will be best captured using social media.

Once you determine and then understand your target audience’s needs, make sure your marketing is created in a way that will catch their attention. Is the marketing piece eye or ear catching? Does it hold their attention long enough for the message to be conveyed?

Effective Message 

This ad for Trinity Tree Services has their attractive logo to capture attention and clearly lists their services with a call to action at the end. Simple but very effective. Good marketing does not have to be complicated!

Once you have their attention, what are you saying? Here’s a hint: it’s not about you. Yes, we know you’re trying to sell your services or products, but people don’t care how wonderful you think you are—they care how you are able to solve their problems.

“It’s not about you and your company. It’s about how do you get people to interact and build community with you. It’s about your audience and how do you add value for them and stimulate conversation.” -Terri Davies, founder of Sociability.ca, a Victoria company that specializes in social-media marketing. (In the Montreal Gazette)

Your marketing message should be about how you can help the customer, using concrete examples. In this age of savvy shoppers, it isn’t enough to tell them you have great services and want to help them. Give them a visual of what you’re talking about.

Call to Action 

Any good marketing piece or campaign makes the customer want to act.

“If you’re missing a phrase or paragraph requesting your customer’s business, your copy is lacking an essential component. You can’t assume that your customers will know why they should act, how they should, or when they should act.”- Vanessa Selene Williams, business/marketing consultant and writer

Your call to action doesn’t have to be a strong “get on the phone now and call us” but a call to action should at least let people know very clearly how they can act if they are moved to do so. Don’t provide your audience with great information then leaving them hanging when it’s time to respond.

Professional Materials

So you’ve got marketing materials that are catchy, have a great message and invite people to respond. But how are you presenting yourself? Are you using materials that are high quality and reflect well on your business? If you sell high dollar items, it doesn’t make sense to create cheap-looking materials does it? Your marketing tools should fit your audience and products or service.

This philosophy is true both for print marketing materials and in quality website design.

Located in Fayetteville, The Belford Group is a Northwest Arkansas-based, experienced image-building marketing and website development agency, with more than a decade spent providing creative marketing and advertising solutions to fit any budget …and any medium.

Give us a call, we’d love to hear from you!