Knowing which trends are popping up in marketing and which trends are outdated is a way to remain relevant and engaged with your audience.
In – Dynamic Personal Voice
Out – Bland, Third Person Voice
First, let’s talk about using your voice. Try to avoid a bland, third-person voice. Use the words “us”, “we” and “our” to make your materials personal. People tend to gravitate toward the human element and will continue wanting to hear more and ask questions or read more.
In – Simplicity
Out – Deciphering What You’re Saying
The second focus is to keep it simple. We tend to compact so much into one piece or into meetings and conversations. And we often use a lot of jargon. Keep it simple – and keep them wanting more by being clear, concise, and making it simple for your target audience. Creating a compelling teaser will keep them interested and wanting to carry the conversation further.
In – White Space
Out – Cramming It All In
The next trend that we are seeing is white space. Don’t fill it up! Maintaining white space on your fact sheets, your white papers, or your website makes it cleaner, professional, and more inviting to the eye. A design that is aired out attracts more attention and conveys a sense of organization.
When you have a jumbled mess of content or its extremely cluttered, people equate that to what you’re doing on the backend – it’s a mental stumbling block. So, utilize white space appropriately to keep your readers engaged.
Thing’s Don’t Have to be Perfect
Marketing doesn’t have to be perfect on the first try. There’s going to be multiple iterations. We see a lot of asset managers hold onto papers, fact sheets or emails because they want to get their wording exactly perfect.
Now, do the facts need to be correct? Of course. But that first iteration doesn’t need to be perfect. The important thing is to get that first draft out there – and iterate over time based on feedback. Having a couple other people chime in on what they think may sound better, or some questions that came up when the first draft was used is what’s going to help drive it to eventually being perfect.
