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Low-Budget Marketing for Rookies by LID Editorial

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CHAPTER 8

How to avoid the DIYmarketing disasters

Conduct a relevance audit

The first place to start is to audit your existing material. Gather all your printed material together, including your letterhead, leaflets, brochures, flyers, sales letters, annual reports, posters and advertisements. Step into your customer’s shoes and consider what image you are portraying through these items.

1. Is there a common look and feel or are they all different? If there is no common style it can be confusing to customers and that isn’t good for your business.

2. Is there a common typeface and size? If so, what sort of image do they convey? Typeface (or font) and type size can make a big difference to the “voice” of the message – for example, “First edition ...

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