Posted by: Kristen Beireis, Trust Marketing Expert

http-futuristicHave you seen these products and freebies that offer a FREE template for your marketing? Sometimes it’s a sales page or a follow-up series. They include all the graphics, html and promise of a successful campaign that will get you all the clients you can handle. Have you seen them? I have and they absolutely drive me crazy.

As a coach, especially, you need to be smart when it comes to templates. You can buy them, download them and use them. However, I would recommend at least tweaking them if you want to keep increasing your trust factor with marketing. Here are some reasons why.

1) Design - If the design of your sales page or e-mail looks different than the rest of your marketing materials, then how is anyone going to know it’s YOU who created and is selling that particular product or service? They won’t! So there’s no trust factor increase. They are starting from scratch. If you do nothing else, at least change the banner out and add a logo or banner from your website.

2) Language - Copy is extremely important. Usually, these templates have some great suggestions on what type of information is needed, how to lay it out most effectively etc… What they don’t know is your particular marketing style and voice. Would you trust someone who sounds different every time you talk to them? That’s what it’s like when one page has language that’s different from the rest of your marketing. Please change the copy to include your marketing message and voice.

3) Differentiation - Templates give you generic information. None of it is differentiated for your particular business. People trust you more when they know exactly what you offer and how you are different than everyone else who offers the same thing. Make sure you add differentiation into the materials.

I think it’s important to educate yourself on what needs to be in your marketing materials in order for your readers/viewers to be willing to take the next action step you suggest. At the same time, if you are going to use a template, make it just the start of your marketing materials. Add in your differentiation, voice, and branding.

Kristen Beireis, Trust Marketing Expert

Kristen Beireis, Trust Marketing Expert

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