Spending money on the wrong business stationery and materials can be a costly mistake for any business, large or small. Here's how to make sure you get it right.

You will need marketing materials if you run a small business or are thinking about starting one. But what exactly do you need and how do you avoid making a mistake? Here’s a simple guide to the main items with tips on how to obtain them as cost-effectively as possible.

Business Cards

It may sound obvious, but giving out your name and phone number on a scrap of paper is unprofessional. But then, a poorly-produced business card is also unprofessional. Have a well-designed logo, and provide at least your name and contact details. Use colour on both sides of the card with contact details on one side and a brief description of what you do on the other. Make sure it’s on good quality card.

Stationery

This should be single-sided and printed on good quality paper with plenty of space in which to type.

Decide whether standard items, e.g. invoices, quotes, etc., need to be professionally printed. A computer template printed on your letterhead may suffice.

'With Compliments' Slips

These are optional. Is there anything you would send with a compliment slip that couldn’t have a letter? If you do want them, print both sides with one side displaying a list of products or benefits you provide.

Flyers and Leaflets

Flyers are single-page leaflets providing details of what you do and how people might contact you. They can be useful for giving out in bulk or leaving in appropriate places for people to pick up.

Leaflets can cover a variety of uses, from glossy brochures with full details of a company’s offering, to folders with individual inserts about different products. Your exact requirements will depend on the type of business you have and how people buy your products.

Directories

Consider the size of advert needed, what it should say and which directories you need to be in. Don’t automatically use the same advert in every directory and the same directories every year, think about it in detail. Yellow Pages attracts a certain type of customer so target the advert at them, whereas online directories may just need some brief bullet points with a link to your web site.

Identify which directories or publications your prospective customers are more likely to use and which category they are most likely to look in.

Websites

Most businesses now have an internet presence, even if customers can’t buy from it. Don’t have a holding page saying ‘coming soon’ and don’t just repeat the information from your flyer or leaflet – visitors expect something extra.

Don’t expect Google to put you on the front page immediately either, this takes time and investment to achieve. Focus instead on creating a site worth visiting and promote it on all your other literature. Don’t be tempted to create the site yourself unless you really know what you’re doing – use a professional or it may look home-made.

Banners and Posters

If attending exhibitions or having stands at events is important then consider investing in quality display equipment with professionally designed posters. You need to stand out from the other exhibitors.

A cost-effective way for new businesses to produce items is through start-up packages from printers and graphic designers. They can provide fixed prices to produce multiple items, normally at a substantial discount and with logo design included, in the hope that they get your future design and print business.

Now that you have your materials, read Marketing your Hobby to find out how to promote your business.