Creative people don’t often think past the point of creation. The word “marketing” among the artsy folk is something akin to a four letter word. You may have spent weeks, months or even years perfecting your product, all with the single vision of seeing that book in your hands, or your name up in lights, or that painting hanging in a gallery.

Your work is done, right? You built it, now everyone should come. That’s how it’s supposed to go, isn’t it? As an artist or creative entrepreneur it’s not up to you to roll up your sleeves and get the world to pay attention to you, that’s for the salespeople out there.

Or is it?

Think again.

Word of Mouth Starts Somewhere

In order for news to spread about your business or your product you have to start by doing one very important thing: You have to tell someone. Sitting back and hoping people will show up at your door wanting what you have to offer won’t do.

All of us small business owners wear many hats and among those hats is the Marketer. Over the years marketing has gotten a lot of bad press. I know when I used to hear the word, my mind made  a jump to “telemarketer”. This was one step above car salesman. Definitely not a pretty picture or a pleasant association.

It wasn’t until I started learning about marketing that my perception changed. Marketing is EVERYTHING. It’s like the Force, people, marketing is everywhere and in the end it’s all about marketing. Without marketing, you may as well stuff that pretty new novel back in the sock drawer or keep your band in the garage.

A Spoonful of Marketing Sugar

One way to get people to pay attention is through your marketing collateral. Marketing collateral is a small product you create to promote your latest campaign and give away to potential customers. These items take many forms, the most common is the business card. Other collateral may be postcards, pens with the company name on them, bookmarks, mouse pads, etc.

The primary purpose of the marketing collateral is to serve as a reminder you’re out there.

Marketing collateral sets you apart from the competition. Take for example two authors selling their newest releases. When asked for their contact information, one writes his on a scrap of paper from behind the register, while the other presents the manager with an over-sized postcard that has all the pertinent information the manager needs to purchase the book.

If you were the manager, who would you remember?

Basic Marketing Collateral

The type of collateral your business uses depends on how you need to use it. Ezines are good online collateral. So are informational ebooks and PDF worksheets.

Sooner or later you will have to venture out into the real world, whether it’s for a convention, seminar, or just to drum up business in your local neighborhood. For this you’ll need some printed collateral. Here are a few ideas:

• Stationary: business cards, letterhead, envelopes
• Brochures
• Postcards
• Promotional Items: Items branded with your company name, such as pens, mouse pads, etc.

At the very least, get yourself a business card. This is the easiest form of collateral to get and the easiest to carry with you wherever you go. If you can’t afford to have a designer create your card for you, at the very least get a simple card with your company name and contact information on it.

Printing doesn’t have to be expensive, but you don’t want to skimp either. Get the best you can afford and order the smallest amount possible to start. You don’t want to order a thousand cards or brochures if you know you’ll be redesigning your logo in a few months.

Marketing doesn’t have to be a painful or feared process. It’s just another way to express your creativity. The more creative you are with your marketing and collateral, the more likely you and your business will be remembered. And the more you’re remembered, the more clients you’ll get.

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