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Warning Signs of Outdated Marketing Material

During the recession many companies were reluctant to spend on new marketing materials, preferring to make do with those already on the shelf. With the economy gradually improving, now is the time to assess whether those "make do" materials continue to meet your organization's needs.

If any of the problems below looks familiar, consider revisiting your marketing materials. If you recognize two or more, there's no time to lose—start planning your update now!

• Your website and your brochure appear to be describing two different organizations.


• Your copy is filled with terms like "extensible" and "end-to-end" but neglects to mention basics like quality, cost savings or ease of use.


• Your company is mature and prosperous, but your copy conveys more enthusiasm than experience.


• You are now marketing to senior leadership but your copy still addresses the concerns of operating managers.


• You give prospects supplementary sell sheets for new services that aren't even mentioned in your brochure.


• You realize that your verbal updates on services and experience won't accompany your brochure when your contact passes it to the decision-maker.


• Your marketing materials have that "20th century" look.