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  • Writer's pictureCooper Shattuck

Marketing is No Place to Cut Corners


Who doesn’t like to save a buck? Everyone likes a bargain. Advertisers and marketers waste no effort when it comes to leveraging our human nature to save. Buy one get one free. Sales prices that end in nines. Coupons. Rewards. Sales. Why do retailers use them? They work. But for some goods and services, buying the cheapest doesn’t really save you in the long run – shoes, healthcare, barbers or hair stylists, breakfast pastries[i], and marketing. And it goes beyond costs. Doing the easiest and quickest thing when it comes to marketing will also prevent you from getting the most bang for your buck.


Whether it's websites, graphics, photographs, video production, newsletter design, print ads, or digital advertising, you are most likely to get out of it what you put into it.

Having great content on a website does little good if the overall layout isn’t engaging -- the graphics are amateur, the navigation is haphazard, or the photographs are of poor quality (or are stock photos). Even if your website is gorgeous and informative, if you don’t have good SEO (search engine optimization) no one looking for it (or looking for a site like it) is likely to see it. And even if you get all these things working together and your site achieves peak performance, if you don’t keep it updated and fresh, its performance will wither. Numbers alone are not what you are looking for in a website. Yes, performance is important.


But your site’s success must be measured on more than that – does it help drive new business?


Videos are a good way to attract traffic and communicate information.

People love to watch videos, hence the rise in the popularity of social media platforms such as TikTok and Reels on Facebook. Having videos on your website, your social media, or your newsletters is a great way to communicate something of interest to the viewer while establishing your expertise, building your brand, and personalizing your firm. And while the video capabilities of cell phones rival those of professional cameras of a few years ago, that doesn’t mean that you can just whip out your phone and create an engaging video.


A high-quality video requires planning and preparation. Publishing a poorly produced video is worse than posting none at all.


The same thing can be said about email campaigns or newsletters.

Spending the time necessary to streamline a high-quality, engaging, newsletter is time well spent. If a viewer must scroll endlessly to the bottom to see what is happening, chances are that they won’t. And you now have someone who has not had a good experience with your firm and your brand. Misspellings, poorly generated graphics, misaligned text, unfilled template blanks, and too much text all make an email look amateurish.


You don’t have to spend a fortune to have high-quality marketing products. And spending a fortune doesn’t mean that you will get results. Effective marketing requires strategic planning and thought. It is no place to cut corners. Call us. We can help.

[i] Does anyone enjoy generic PopTarts?

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