312: Uplevel Your Marketing Materials with Jennifer Osterhouse: Fan Favorite Replay

Hi there. You’re listening to the Leading Lady Podcast. I’m your host, AliceAnne Loftus, and I’m a certified professional coach specializing in leadership and work-life balance. I work with clients to shift their limiting beliefs, insecurities, and self-doubt. This podcast is filled with tools and strategies to help high-achieving women like you feel connected, empowered, and in the lead of your life, both personally and professionally. Let’s transform your life starting now. Lead yourself. The rest will follow.

Hi there, Leading Ladies, and welcome to today’s episode. I am joined by my dear friend and fellow Leading Lady Ambassador, Jen Osterhaus. Jen is a graphic designer with over 25 years of experience in direct response design, publication design, and marketing material design. She helps clients uplevel their marketing materials by designing custom-branded print and digital marketing assets to promote the products and services their businesses have to offer.

She believes in quality design, clear messaging, and professional standards in every project she does, and I can attest to that because she’s worked with me for a couple of years now, and working with her is just a dream. Her passion is helping businesses put their best foot forward with unforgettable, eye-catching graphic designs. Thank you, Jen, for being here with me today.

Jen: Thank you so much for having me. I’m excited to be here.

AliceAnne: Yeah, yeah. So we’re doing it a little differently. We’re in the same room recording, which is super fun because I feel like we’re laughing and just, you know, it’s a little better than the whole Zoom recording. So thanks for being in this tiny little podcast space with me.

Assessing Your Marketing Materials

AliceAnne: Let’s start off by talking about how to assess your marketing materials.

Jen: Okay. Yeah. Every business has marketing materials that they’re using, whether they’re print or digital. So my suggestion would be to gather all the marketing materials that you’re currently using. If you’re a business that was running a sale or something and you had a flyer—anything like a brochure, business cards, your logo, or anything you’re using on a regular basis—spread it out on a table or desk.

If you’ve got digital marketing materials, pull those up on your screen so that you can look at everything you have and get a big-picture view of what you’re putting out there to sell your products and services and represent your business.

You want to make sure that everything has a consistent and cohesive look. Your logo, your colors, your fonts—those should be established and used in every marketing piece you put out there, whether it’s print or digital, a small postcard or a brochure.

AliceAnne: Right. I remember when I started Leading Lady, I had a logo that was created. I think they used a stock image, and I didn’t really understand the whole branding piece. So when I was creating graphics, I was using one font because I thought it was pretty, but then it was hard to read. Then I was picking a different font. You’re right—when you lay it all out, it’s pretty obvious when things don’t match.

Building a Recognizable Brand

Jen: Yes, 100%. If you think about any brand that you know well—and quite honestly, Leading Lady—that flamingo. If people know Leading Lady and they see that flamingo, they’re going to make that instant connection.

You’ve got your pink, your navy blue, your gold that you use for everything. When you’re putting your marketing pieces out there with that branded look, the more people see that, the more they’re going to recognize your brand. They’re going to make that connection. You’re building trust with that customer. You’re building reliability. It’s like you’re building a relationship through your marketing materials.

AliceAnne: Yeah, it’s a very signature look.

Jen: One hundred percent. You talk about brand identity, having eye-catching visuals. All of those things really help make your brand recognizable, trustworthy, and consistent.

AliceAnne: Right.

Jen: And that’s going to make people want to come to you for the services you offer and the products you sell. There is something to that. It’s more than just a brochure with some copy and pictures on it. There’s another level to it, which is where the uplevel comes in.

AliceAnne: Right. Yeah. Because our businesses evolve.

We’ve talked about even the work you did with my preschool business. I’m 20 years in, with multiple locations. We updated our website, and when we laid it all out, we were like, “Wow, there are a lot of pieces that don’t match.”

Pulling that all together and making sure all the different pieces work together is important because as your business evolves, your marketing will evolve as well.

Jen: One hundred percent, yes. That’s a very good point because when you start your business, you quickly need a logo, a business card, and something that talks about your products and services.

But over time, your business might add services or products, shift in a different direction, or evolve in some other way. You want to make sure you keep your marketing materials updated so they’re consistent with your business, what you’re offering, your vision, your values, and your mission—all the things that you talk about all the time.

And those things change. They do.

AliceAnne: Right. As we grow and enter different stages of our lives, our values change. While our core values might stay relatively similar, we evolve. We become more focused. We know who we want to work with and the message our business puts out there.

I think it’s really important to assess your marketing materials often.

Jen: Often. Yeah, absolutely.

We’re in the fourth quarter right now, so now really is the perfect time to assess what you have and look ahead to 2024 and map it out.

Planning Ahead for the New Year

Jen: It can be really overwhelming.

AliceAnne: Oh yes. It’s daunting.

Jen: If you’re looking at everything you have and thinking, “Well, I want to do this, and I need to do that,” all of a sudden you freeze and do nothing.

If you can look at what you have, make a plan, and tackle it in bite-sized pieces, it’s much easier.

I have a client I’ve worked with for about a year and a half. When she came to me, she had her logo, fonts, and colors, and she loved them. She didn’t want to change them. But she had several marketing pieces she wanted to uplevel.

Over time we’ve improved those pieces, and now it’s really cool to compare where they started and where they are now. But we mapped it out.

AliceAnne: Well, how do you prioritize creating or updating your marketing materials?

Prioritizing Marketing Updates

Jen: It’s so easy to look at everything and think, “I want to change this, and I don’t like that,” and suddenly you’re all over the map.

Part of my job is to reel you in.

AliceAnne: And she does that well.

Jen: To reel you in, take a look at what you have, and prioritize. I would say the piece you use most—or the pieces you use most—are the place to start.

I recently worked with a client who loved her logo but wanted to stylize it and bring it up a level. We revised her logo, redesigned her business card, created a brochure, and now we’re mapping out additional projects for 2024.

You might already have all of those things established. Maybe you have a brochure that only needs a few tweaks. It doesn’t necessarily require a complete redesign. Or maybe there’s a marketing piece you don’t have yet that you’d like to add.

Creating a Marketing Plan

AliceAnne: I think when you brought up the planning piece, we’re in the fourth quarter. As you know, because you’re my graphic designer, I’m mapping out all of my projects for 2024.

I learned from 2023 that constantly scrambling—”What do I need? Oh, I should probably have a handout for that, or a flyer for this, or social media graphics for that”—is exhausting.

Following your lead and saying, “Hey, let’s map this all out. What are your needs going to be for the year?” has been really helpful.

I know that’s big and scary. Many of you are listening and thinking, “I don’t even know what I’m doing in December. How on earth am I going to know what I’m doing all next year?”

I can help you with that.

Jen: We do a strategy day.

AliceAnne: You need a strategy day with me.

But I think taking my own advice and really stepping back to be thoughtful about what marketing materials I’m going to need in 2024, working with you, creating that plan, and creating that timeline—I already feel so much relief.

Jen: Yeah. You’re organized, and you have a plan.

One of your clients did a strategy day with you. I had been working with her before the strategy day. Then she came back to me afterward and said, “We’re putting the brakes on this project because I now have a plan, and we’re going to do this project instead.”

AliceAnne: That makes me feel so good.

Jen: She was so confident, and she knew exactly what she wanted.

It was cool to see because I had been guiding her before, which was all good. But as soon as she had a clear picture of 2024, it became an immediate, “I need this, this, and this.”

Everything was clearly spelled out. It was really nice to see. Now we’re on a path where we know exactly what we’re doing.

AliceAnne: Right. And that helps you do your job.

Jen: One hundred percent.

AliceAnne: Because when your clients can clearly say, “This is what I have going on, and this is what I want to market,” then you can really hone in on creating the best materials possible.

Jen: Absolutely.

At the end of the day, I can give you marketing advice and design advice all day long, but it’s your business. You know best what your business needs.

AliceAnne: And you know where your bandwidth is.

Maybe there’s a program you really want to sell, or a product or service you need to highlight. If you don’t have marketing materials for your biggest product or service, how are people going to find it? How are people going to know you offer it? How are you going to sell it?

So how do we begin the process of getting our marketing materials ready for that uplevel?

Preparing Your Materials for an Uplevel

Jen: The first step is the assessment.

You need to look at everything you have. Once you’ve identified where you’re going to start, it’s a matter of drilling down a little deeper.

Let’s take a tri-fold brochure, for example. There could be information in there that isn’t relevant anymore. Even contact information may need to be updated.

The key is understanding the purpose of that marketing material.

What is the purpose of this piece? Is it serving that purpose or not?

From there, it’s about having a conversation. The client and I discuss the goals of the piece, what needs to change, and what the desired outcome is.

Then I’ll need any updated content, new photos, or additional materials.

After that, it’s my job to make it happen and hit the mark on the goal of that piece.

AliceAnne: So I’m going to ask you a tough question.

Jen: Okay.

AliceAnne: Are you ready?

Jen: I’m ready.

AliceAnne: What would you prefer your client have before they start working with you?

Jen: A logo, colors, and fonts.

AliceAnne: Yeah, but you can do that too.

Jen: I can do that too. Totally.

AliceAnne: But your favorite client is somebody who already has something.

Jen: Yes. Quite honestly, someone who has at least a little bit of an idea of what they want.

I’ve had clients come to me who were all over the place. I’m trying to draw them in, I create a design, and then they say, “Oh no, actually that’s not what I wanted.”

So it is helpful when clients have some direction.

I always do a kickoff meeting before we start a project because being on the same page is critical.

Understanding Your Brand and Your Audience

AliceAnne: You’ve got to understand their brand.

Jen: One hundred percent.

I was just going to say that I have to get into your head. But I also always ask people things like, “Are there colors that you do or don’t like? Are there fonts that you do or don’t like?”

I know it’s my job to choose those things, but if you absolutely hate the color red, I probably shouldn’t be using it in your marketing.

Information like that is really helpful for me.

I always come away from a kickoff design meeting excited and energized because we’ve talked, we’ve aligned, and we know where we’re headed.

You and I have had those meetings before where we’re saying, “Oh my gosh, that could be so awesome.”

That conversation fuels my creativity and helps me do a better job for my clients.

AliceAnne: So someone who is willing to be open about their brand and communicate with you.

Because I say this to you all the time—I can’t always articulate the vision I see in my head.

When you’re working with someone who’s trying to create a vision that exists in your head, you have to communicate. You have to know your business. You have to know your client. You have to know who you’re trying to attract and what message you want to put out there.

There’s a whole lot that goes into branding and marketing.

What Makes Marketing Materials Effective?

Jen: Yeah, a whole lot.

It isn’t just about selling the product. There’s so much more to it.

I’ve been designing direct mail for years and years. Direct marketing involves several important components.

There’s the visual element that attracts people to your piece. There’s the branding. There’s the offer—what you’re trying to promote, sell, or communicate. Then there’s the call to action, which is critical.

You want to draw people in, guide them through the information, and encourage them to take action.

Whether that’s calling a phone number, visiting a website, scanning a QR code, or signing up for something, the path needs to be clear.

AliceAnne: The address. How many marketing materials have I seen where I’m thinking, “This doesn’t even tell me where to go.”

Jen: Exactly.

And it needs to be user-friendly. You draw them in, lead them through the piece, and help them land on the call to action where they can reach out to you.

AliceAnne: Right.

Jen: Reach out to you, sign up for something, purchase something—whatever the goal is.

That’s why it’s so important for your marketing materials to be user-friendly.

Becoming a Published Author

AliceAnne: We’re going to switch gears a little bit because we have some exciting things happening for the Ambassadors.

Congratulations! You’re going to become a published author probably a week or two after this episode launches.

Can I ask you a couple questions about that process?

Jen: Sure.

AliceAnne: Jen is part of a collaborative book coming out in mid-November called We Lead. It’s Volume One for the Ambassadors.

We’re so excited about it. It’s been an incredible project. We’ve had so much fun working on it with Brave Healer Productions and Laura DiFranco. She’s amazing.

Did you ever think you would become a published author?

Jen: No.

I’ve been designing forever, and I always tell my clients, “I’m a designer, not a writer.”

I don’t write the copy for marketing pieces, but because part of this project involved sharing personal experiences, it was really cool to reflect on my life.

I looked back at how I got into graphic design in college and how my career evolved into my business.

That reflection was a really meaningful process.

But no, I never imagined I’d become a published author.

Even now I’m thinking, “Okay, this book is going to live forever. It’s going to be published. It’s going to be on Amazon.”

I’m putting together my launch team and reaching out to people, and it’s still a little surreal.

AliceAnne: I think we’re all kind of screaming.

This is a big thing. It’s a big thing to have a book out there and to have your story out there.

What are you hoping readers take away from your chapter?

Jen: It’s interesting because there have been some advanced reader copies out there already.

A woman came up to me at our last Collective meeting and told me she had read the advanced copy. She said my chapter really drew her in.

That was impactful for me because I’m not naturally someone who puts myself out there.

I’m very much a behind-the-scenes person. I want to help make other people shine.

So there was definitely vulnerability involved in sharing my story.

But I’ve spent a lot of time outside my comfort zone over the past year.

I think what I hope people take away is that you can do it.

This wasn’t some lifelong dream of becoming an author. It was simply how my story evolved and how my career became my business.

I hope readers learn something—not only about me, but about themselves.

Maybe they’ll think differently about their own business journey.

Or maybe they’re someone who hasn’t started a business yet but wants to.

Maybe they’ll be encouraged to take that leap of faith.

I had a baby, moved, and started a business all within about three months.

One of my friends said, “Do you realize you did three really major life events in an incredibly short amount of time?”

Honestly, I hadn’t thought about it. It was just how life unfolded at the time.

AliceAnne: Exactly.

Well, we don’t want to give away too much of her chapter.

If you’re listening, stay in the know, follow us on social media, and order the book as soon as it comes out.

Her chapter is amazing.

All of the chapters are amazing.

What an incredible group of women.

Returning as an Ambassador in 2024

AliceAnne: You’re coming back as an Ambassador for 2024?

Jen: Yes, I am.

AliceAnne: I’m thrilled to announce that 100% of our Ambassadors are coming back.

Jen: Woo!

AliceAnne: Yes! What would you say has been your biggest takeaway this year from the Ambassador program?

The Power of Community and Collaboration

Jen: I think it’s the connection with the women, the support, and the camaraderie.

This is such a great group of women. Everybody is supportive. If you reach out to any of the Ambassadors with a question or ask for help with something, they’ve got your back.

To me, that’s beyond business.

Of course, business opportunities are wonderful, but having that support system and those relationships is invaluable.

The Ambassadors are a concentrated group of incredible women, and it’s just wonderful to have that.

I didn’t have that for many years in my business.

AliceAnne: It can feel very lonely.

Jen: One hundred percent.

You’re often trying to figure everything out on your own. You don’t always have a network of people to reach out to or bounce ideas off of.

The collaboration among all of us is just incredible.

I honestly don’t even have words for it.

I feel like I’m struggling to articulate it because it’s such a wonderful group and such a wonderful feeling to be part of something like this.

AliceAnne: And so many of us collaborate and share clients.

If someone is working with Chrissy on a website and they say, “Wow, my website looks amazing. I want a brochure that matches it,” they’re going to come to you.

If someone works with Maureen and has amazing branding photography that they want to use in print materials, they’re going to come to you.

Jen: Exactly.

And honestly, I wouldn’t hesitate to recommend any one of the Ambassadors to a client or a friend.

AliceAnne: Because they provide the same level of excellence that you provide to your clients.

Jen: Absolutely.

I think that’s another huge benefit—having that go-to network.

Being able to say, “Oh, I’ve got a person for that.”

AliceAnne: I know a gal.

Jen: Exactly. I know a couple.

Final Thoughts

AliceAnne: Well, Jen, thank you.

This has been such a treat having you here today. We’re having, like I said, a little too much fun in this tiny podcast room.

I love working with you. I love the quality of your work. I’m excited about all of the marketing materials we’re creating together.

Thank you so much for being here.

Jen: Thank you. Thank you for having me.

AliceAnne: Yes. Until next time, take the lead.

Thanks for tuning in for another episode of the Leading Lady Podcast. You can find all of the links and information mentioned in this episode at LeadingLadyCoaching.com.

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