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Create marketing materials that make an impact! (by John Gumas)


If you are a new or Challenger Brand your branding and marketing material must be focused to make a real impact on your potential customer base. On impact your material can either get through and make a positive impact or bounce off and make a negative event.

Having boring or not focused (Not on Point) marketing materials is a great way to not get noticed or noticed negatively.

Of course, that’s exactly what you don’t want. In order to grow your business, you need to make sure you’re doing everything you can to grab the attention of your customers. From informational flyers to social media graphics, it’s important to create marketing materials that make an impact.

Positive impact points to consider below:

Here’s how to get started.

  • Develop Your Message. Your marketing materials should be focused on how you can help your customers and make their life easier. Tailor your product or service to how it can solve a problem, and get to the point quickly. Plus, don’t forget to explain who you are and why they should buy from you over your competitors.
  • Know Your Audience. How can you create effective marketing materials if you don’t know who will be seeing them? A big part of marketing is understanding people. Get to know the ins and outs of your customer base, including what they might be feeling when consuming one of your ads. By appealing to the desires of your customer, you’ll have a much easier time communicating your message.
  • Tell a Story. The secret to capturing the attention of your audience is to tell a story. Storytelling is an essence, not a type of writing. Find a way to hook your audience and tell them something they don’t know. A good place to start is to be relatable and show vulnerability. Did your company start from nothing? Share this with your audience. When executed properly, a heartfelt story can be extremely effective.
  • Think Outside the Box. It’s all too easy to fall into the habit of following trends. Sometimes, though, the best action to take is the one that nobody else has considered. For instance, in this world of digital advertising and instant communication, nothing stands out like a physical catalog or a direct mail letter. Your research should give you a pretty good idea of what will work with your audience. Use this knowledge to your advantage. Be creative, and have fun!


Making an impact with your marketing materials is a challenge, but it’s easier than it seems. The combination of concrete data and a good eye for innovative marketing will take you a long way. 

Editors Note - Remember  - Marketing Materials are the way we define who we are and especially when you are Branding your Technology!

If you do not know the difference, you need to call The Gumas Team! is a Branding focused site for serious Teams that want the market (CUSTOMERS) to know what problems you can solve or prevent!

If you would like some assistance improving your website’s conversion rate, please drop us a line at:

John GumasAuthor - This article was written by John and Team - John Gumas is the Founder and President of Gumas Advertising, a San Francisco based full service branding, advertising and interactive marketing agency that specializes in Challenger Brand Marketing. John is considered one of the country’s foremost authorities on Challenger Brand Marketing and is the author of the popular book on the subject entitled “Marketing Smart.” Check out John’s book at

*Editor's Note - The Oldcommguy - John is an awesome friend and a very seasoned professional marketing expert. I have had the pleasure of working with John and Team and if you need Branding and/or Marketing assistance the Gumas Team is the Very Best Team and I highly recommend them!

Read some more of John's Articles on Challenger Brands! -