Many candidates and businesses have come to my door asking for a new informational marketing device to be made for their business or campaign.  Some of you may be asking, “What is an informational device?”

There are basically two forms of advertising out there, used by campaigns and businesses–informational media pieces and name identification pieces.

Name ID marketing involves hammering a name, logo, slogan, jingle, etc., into the minds of people to insure they know who you are or, at least, can link your name with some basic characteristic.  For instance, nobody needs to remind you that John Deere sells tractors or that Kleenex make facial tissues.  These brands have good name ID.  Likewise, I doubt there was anyone who did not know that Barack Obama was vying for the position of President.

Informational media pieces work to fill in the details about a company’s offerings or a candidate’s stances.  A good example of informational marketing would be a brochure, mailer, or even a detailed radio or television commercial.  These pieces seek to establish some name ID, but mostly they are intended to inform the public about what that “brand” means.

The Information you Need to Share

Many candidates and organizations make one poor assumption about their audience– their readers have as much interest in the industry as they do.  One must keep in mind that the information that really matters is what votes or consumers will gain by buying a product or voting for a candidate.  Voters are generally not interested in finding out about things like a candidate’s childhood, where he went to school, hobbies or sports allegiance.  While political or career experience can have some weight, the real question that constituents are looking to have answered is “what will you do for me?”  Assuming voters care too much leads candidates and businesses to create informational pieces that are very text heavy, weak on images and fairly intimidating to readers and listeners.

So, what should you put in your informational piece?

The first rule is, keep it simple.  Lead your readers and quickly give them the information they seek.  Do not try to fool readers into reading your piece by leading with “fluff” only to disappoint them by not giving them useful information.

The second rule is, keep it short.  This doesn’t mean you can’t be informational and descriptive.  It does mean that the piece must be tolerable and easy to read, in under a minute.  As a general guide, keep any content to a 20-40 second read.  If a reader looks at your piece and thinks it will take longer than this to read, they will be intimidated or uninterested.  Into the trash it goes.

Make sure you keep it targeted.  Some readers are only looking for a teaser, while others will devour every bit of information you put out there.  I recommend you look at your readers in three groups: limited interest, moderate interest and fanatical interest.

While the Car Warms Up

For your limited interest reader, create a couple “teaser” tag lines that will spark their interest.  Be careful not to make these tag lines too vague or too lofty.  A bad tag line might be, ‘Because I Care.’  This tag line is substance-free.   A good tag line might be, ‘Cutting Back Government, For a Better Life.’  This line concisely lays out what your plank will describe.  It also tells your reader how their lives will be better.  This is also where a picture will be valuable.  A good photo speaks volumes and sticks in the mind.

Over Coffee and a Grapefruit

The moderates make up the vast majority of readers and buyers.  They will read your tag lines, look at photos, and read three to four well crafted points that further describe you or your product.  These points should cut to the chase, be easy to read and specific.  Stay away from ambiguity.  Statements like, “He will listen to you!” or “A Proven Leader” are hazy smoke screens that will disappoint readers who are looking to find out what you really plan to do for them.  These points should also distinguish you from your competition.  A better line might be, “I will lower taxes by increasing our tax base” or you might say, “I will work to keep the youth off the streets by developing a community care center.”

Dinner Conversation

And then there are the fanatics.  This is the group commenting on your blog, noticing every piece of marketing you do, emailing comments and suggestions and can’t wait to see what you will do next.  A piece for these folks will consist of:  lead-in teasers, a photo of your family and one of you working, 5-point resume, 3 goals, 2 quotes from trusted sources, contact information and a partridge in a pear tree.  While this group is small, they are powerful and can often represent your financial base.

If you follow these easy steps, you can write a productive and relevant informational piece that will give your readers all they need to know.