During my initial meeting with a new client, we were discussing what pieces she would like me to write. Revising her Web copy was a given since she was taking her real estate business in a new direction. Listing presentation…check. Email drips…check. She also mentioned that she would like a personal brochure. I asked her what she’d use it for and she answered, “I don’t know, but everyone says I should have one.” That’s when the warning lights flashed in my head.

“Well,” I said. “If you can’t think of a specific use for it, there’s probably no need to produce one right now. For now, we should concentrate on pieces that are relevant to you and the way you do business.”

As a copywriter, I can think of many different ways for my clients to spend their money. But, as an ethical business person, I won’t, in good conscience, work on things that have no value to you and your business. (Unless you’re a multi-millionaire and you’ve got money to burn, in which case, call me!)

Many of you can empathize with my client’s story. When you’re just starting out, or changing tracks, it’s easy to go overboard and do “what everyone else is doing.” It’s definitely a good idea to look at what other people are doing. However, don’t be afraid to let your budget and business considerations dictate your marketing needs. It may sound tempting to spring for four-color business cards, glossy brochures, a Web site with singing and dancing characters, and engraved mailing announcements, but before you sign on, take a deep breath and analyze your situation using the guidelines below:

• Is it right for my business? - If you’re targeting mid-price move-ups and your office partner is handling luxury condos, you’re appealing to vastly different audiences. Design your materials accordingly.
• Is it conveying my identity? - All your marketing pieces should reinforce your brand, whether it’s Philadelphia’s First Time Buyer expert or San Diego’s Second Home Specialist. If the piece doesn’t fit into your overall scheme, drop it.
• Is it asking for interaction? - Everything you put out should be designed to elicit client response, whether by emailing you, calling, or viewing your Web site. Don’t use your money simply to inform - make sure there’s a hook.
• Is it a reflection of who I am? - What’s your business style - are you elegantly polite, country casual or somewhere in the middle? Make sure your copy and design are in harmony with the image you want to present.
• Is it the best use of my money? - A glossy brochure may be pretty, but you may get more bang for your buck by investing in some great Web copy and sending out a simple postcard directing clients to your site. Conversely, investing big bucks in a logo that imprints your brand and can be used on all your marketing materials is a wise investment. Good copywriters and designers can stay within your budget to make your funds work efficiently and creatively for you.

By staying true to your business vision and your budget, and with some imaginative input from the pros, you can make a big impact in the marketplace on your own terms.

Lois H. Feinstein produces powerful and compelling Web copy, marketing materials, newsletters and brochures for Realtors® and other business professionals. She is Chair of the Real Estate Virtual Assistants (REVA) Copywriting Guild and a member of the International Virtual Assistants Association, and has written for a number of magazines including 5280 and Denver Woman. Her business, I Can Do That!, www.i-cando-that.com, is based in Denver, Colorado.