Written In Stone

VI. Be carefully creative

In the cluttered world of marketing, it's important that your materials be creative--but never at the expense of communicating your key messages. When you create ads, brochures or other forms of communication for your audience, make sure the benefits of who you are and what you do are clear. For example, putting important copy in 6-point type, no matter how fabulous the graphic concept, is one quick way to ensure your key messages won't get read. When developing concepts, always keep your key audiences in mind so your marketing pieces clearly communicate to the people you need to reach.

Gwen Moran is a freelance writer and co-author of The Complete Idiot's Guide to Business Plans (Alpha, 2010).

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This article was originally published in the July 1999 print edition of Entrepreneur with the headline: Written In Stone.

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