Many Australian SMEs struggle to translate their market positioning – that carefully considered place you want to own in customers’ minds – into effective promotional materials. It’s not enough to *have* a position; you need to consistently communicate it. Promotional materials are a key vehicle for doing just that, and getting it right drives customer perception and, ultimately, sales.

We often see businesses create materials that are visually appealing but lack a clear connection to their core positioning. Think of your promotional materials as reinforcements of your brand promise. Every element, from the imagery to the wording, should actively support the message of *why* a customer should choose you over the competition.

Here are a few insights to help you create promotional materials that truly work:

• Focus on benefits, not features: Your positioning likely centres around the benefits you deliver to a specific customer. Promotional materials should highlight these benefits prominently. Instead of listing what your product *is*, explain what it *does* for the customer and how it solves their problems.
• Visual consistency is crucial: Maintain a consistent visual style across all materials – colours, fonts, imagery. This builds brand recognition and reinforces your positioning. A sophisticated, minimalist aesthetic communicates a different position than a bright, playful one.
• Tailor messaging to your target audience: Your positioning defines *who* you’re trying to reach. Ensure your language and tone resonate with that audience. What motivates them? What are their pain points? Speak directly to their needs.
• Don’t underestimate the power of storytelling: People connect with stories. Use case studies, testimonials, or even fictional scenarios to illustrate how your product or service delivers on its promise. This is far more impactful than simply stating facts.

Remember, promotional materials aren’t just about advertising; they’re about building a consistent brand experience. By aligning your materials with your market positioning, you’ll strengthen customer perception, increase brand loyalty, and drive sustainable growth. Your next step should be to audit your existing promotional materials. Do they accurately reflect and reinforce your desired position in the market? If not, it’s time for a refresh.