By cohesive, I mean...
- Every marketing piece should be designed to feed the sales funnel. (Turn readers/watchers/listeners into leads/inquiries/visitors.)
- Every marketing piece should communicate the same central message. (Your USP, unless it's a purely lead-generation piece--in which case it should sell the benefits of your lead-generation device, be it a white paper, special report, video, etc.)
- Each marketing piece should "pre-sell" the company, product, or service.
- Every piece should work in tandem with all the other pieces, so they all reinforce each other. (Website reinforces and expounds on print ads. E-mail campaign reinforces the core story, Etc.)
- Marketing should be consistent with the sales message. In other words, the sales side should be a logical extension of the external marketing.
- Marketing should be consistently delivered...that is, it should be a regular system that acts like clockwork, producing the same results every time.
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