Style Over Substance in Your Marketing

by | May 15, 2020

Your website looks cool. You have an ad campaign that’s got more colours than the rainbow. But is a lack of substance behind your content putting your business in the rear view mirror?

It can’t be style over substance. Not when the substance is as good as yours.

We like big impressions and we cannot lie

We see it a lot in our game, especially. Marketing and advertising that looks fresh and shiny, with lots of bells and whistles going off… but if it doesn’t do what you want it to do, you’re missing out on half of the picture.

Things have to look good, absolutely. There’s no point having a website that is bland, boring and doesn’t capture people’s eyes or imagination. Aesthetics should play a part in all your marketing but it can’t be the full picture.

Even the humble business card. If you’re handing out a business card, it has to reflect the quality that you offer, especially if your target audience is high net worth individuals. Your first impression can’t be a cheap business card that looks like it’s printed on toilet paper.

But does it do what you want it to do? A business card is about as simple as it gets, right? But if you want people to call, is the phone number front and centre? Does that phone always get answered during office hours? If not, it’s style over substance.

What do you want people to get behind?

So, what is the goal of each individual piece of your marketing?

If we were to look at your website, for example. That’s a biggie and often the final link in the chain. What is the goal of your website?

If you’re about to get your website re-built, what do you want it to do for you above everything else? If it’s to convey a good impression, so that when people hear you speak at expos, get your business card… then check you out online, fine – just make it look cool. Job done. That’s “all” that some business owners want. A virtual shop front.

BUT… that is a lot different to wanting your website to generate enquiries. That’s why, if someone comes to us and they want a new website building, we will always start with the end in mind.

What will you want to have happened in three months’ time when we sit down and look at the figures? If it’s that you want to have had a shed load of enquiries, how many new enquiries? What ad budget would you be happy with to drive traffic? Do you want people to phone, email or fill out a form? Have you considered giving away a free PDF in exchange for someone’s email address?

What’s the bottom line here?

If the no.1 purpose of your website is get more customers, your website has to look and work differently to if you want it purely as a shop front. You also have to delve beneath the surface and look at follow-up procedures.

If you want people to email in the first instance, who’s responsible for checking those emails? Are they clear on the process involved in following up? Is that process clearly laid out in a manual, so other people can take over when necessary? Processes and procedures may sound boring but they are GOOD!

With any piece of marketing you do, whether it’s a website, Facebook Ad or you’re getting a new leaflet printed, what is the end goal?

If you start with the end in mind, not only will you have a piece of marketing that looks aesthetically pleasing, it will actually do what you want it to do.

As Steve Jobs said many years ago, “Design is not just about how something looks and feels – it’s about how it works.”

If you’re struggling with style over substance in your business, then why not hop onto a Discovery Call with myself or Joel.

Codebreak Marketing Assistant Emily

Emily will be in touch within one working day

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