Every piece of marketing material you create has an “energy signature”, which refers to the emotions (positive or negative) that piece creates in the mind of the recipient. For example, if your business card is professionally-designed, made of heavy card stock, is colorful, has your photo on it, and presents a professional image, that would be a positive energy signature. If it’s made of flimsy paper and looks like it was printed on a cheap inkjet printer, that doesn’t make for a good impression, and would be a pretty negative energy signature.

This principle applies to your brochures, website, blog, email signatures, voice mail message, the words that you write and speak, the demeanor that you exhibit when you meet someone in person, EVERYTHING you present to a customer or prospect.

Review your marketing materials and ask yourself what kind of impression they make. That impression is your “signature” – make sure it looks and feels good before you sign it!

 This is a guest post by Tom Harris, Your Marketing Coach. Tom helps entrepreneurs and small businesses develop and execute marketing plans. He specializes in website usability and effectiveness.

The energy signature is a concept covered in Organic Marketing, presented by the InSights Group.