Marketing deliverables are printed and/or digital materials you give to prospective clients, to educate them about their problems and available solutions, and/or to provide an incentive to or reward for doing something, e.g., making an appointment, subscribing to your list, following you on social, sharing your link, etc.
Things you can hand out, mail, or make available for download.
They are used to build your list, get more appointments, get more sign-ups for your event, and stimulate referrals as people share them with friends, clients, or colleagues.
You can also use them as an “excuse” to re-connect with prospects, former clients and professional contacts, e.g., “Just checking to see if you need more. . .”
I’m not talking about brochures or business cards. They’re certainly useful, but they don’t have any inherent value.
I’m talking about things like
- Tip sheets
- Planning guides
- Resource lists
- Referral cards
- Free consultation certificates
- Case studies
- Print books
- Invitations to “limited seating” events
- Private website/page or channel
- And so on
Some are used to educate prospective clients, some are pure incentives, and some have elements of both.
You don’t need to use all of these; one or two may be enough.
But they need to be good.
They should have high perceived value, something a prospective client might be willing to pay for. You want them to be so good, when a prospect for your services sees what it is and what it can do for them, they immediately say, “I want one” or “I know someone who needs that”.
You can use these for a multitude of marketing purposes, so make sure you keep them in inventory, and get them into the hands of people who might need your help or know someone who does.