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Add You - Sales Brochures - 9 Steps to Success
What's the real formula for customer happiness? First, let's review what we know about customer unhappiness. We know that consumers expect our offerings to work exactly as advertised. Yet our products and services can introduce complex requirements -- even burdens -- of their own.Those extra requirements can quickly morph into "customer hassles" -- the kinds of aggravations that make consumers feel mildly annoyed all the way to really angry or stupid. And unless they're very unhappy, customers often leave quietly, without telling us why. They simply vote with their wallets, taking their busine
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember th
I'm an alumni of Boston University Graduate School of Management, so I receive the Alumni magazine Bostonia. To be honest, that doesn't mean I read it faithfully at all. But this issue was different. George Labovitz, a professor in organizational behavior at the school wrote an article recently on his research into the application of alignment to achieve extraordinary results in organizations.He caught me with the first sentence: "More than thirty years of research has shown that aligned and integrated organizations outperform their nearest competitors in every major financial measure."
*It can be handed to the customer or used for direct mailing
*It gives the customer much more detail
*Confirms what you've discussed
*Gives your business credibility and status
*Can help break the ice before you meet the customer
The elements of a successful brochure:
#1 It must have a call to action - You must ask the customer to do something after reading your brochure (particularly if you use it for mailing) - place an order - request more information - arrange an appointment.
Make them an offer they can't refuse - an early-bird discount - a special price - a never to be repeated offer. It needs to have a Free-phone number or a tear off coupon or an enclosed order form.
Remember - this is a sales document, its purpose is to get you more orders not just to fill peoples head with information.
#2 Think about the customer - Your brochure must talk in terms of the customer's interests - not yours. (Don't let your ego run away with you) It must explain how it solves the customer's problems and has benefits for him or her.
#3 Testimonials and endorsements - Include all the statements that other people have said about your product or service. They must be real statements giving the persons name and their organisation. People wont believe statements such as - "This service is second to none" - Sales Director
#4 Specialise - If you're targeting a particular market, your brochure needs to reassure the customer that you understand and have expertise in that market. You then need to give examples of how you've solved specific problems in that market.
#5 Make them want to read more - The front of your brochure must have a headline that grabs the customer and encourages them to read more. It needs to include a strong benefit or a way to solve a problem. For example - I might produce a headline for one of my brochures that says - "Customer Service Training for the Retail Industry" It would be far better if I went to the heart of the problem and used the headline - "How to stop customers walking out of your store and buying from one of your competitors."
Think about the problems that your customers face and how your product or service resolves them - then write your headline. The most powerful words you can use in a headline are - "How To". It immediately grabs the reader's attention if it's relevant to them. Other great words to use are - "Free" - "You" - "Secrets of" - "Discover" - "New" - "Announcing."
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember the
One of the most overlooked marketing opportunities available to mortgage professionals is the involvement in their very own community. There are countless choices and causes that you can use as an avenue in your marketing program.The advantage of community involvement marketing is that it actually develops for you a community presence or community personality. People want to buy from friends and when you are part of a community, you become a friend. You separate yourself from the hordes of strangers and become a real giving person. Marketing through the community also gives you unlimited oppor
Make them an offer they can't refuse - an early-bird discount - a special price - a never to be repeated offer. It needs to have a Free-phone number or a tear off coupon or an enclosed order form.
Remember - this is a sales document, its purpose is to get you more orders not just to fill peoples head with information.
#2 Think about the customer - Your brochure must talk in terms of the customer's interests - not yours. (Don't let your ego run away with you) It must explain how it solves the customer's problems and has benefits for him or her.
#3 Testimonials and endorsements - Include all the statements that other people have said about your product or service. They must be real statements giving the persons name and their organisation. People wont believe statements such as - "This service is second to none" - Sales Director
#4 Specialise - If you're targeting a particular market, your brochure needs to reassure the customer that you understand and have expertise in that market. You then need to give examples of how you've solved specific problems in that market.
#5 Make them want to read more - The front of your brochure must have a headline that grabs the customer and encourages them to read more. It needs to include a strong benefit or a way to solve a problem. For example - I might produce a headline for one of my brochures that says - "Customer Service Training for the Retail Industry" It would be far better if I went to the heart of the problem and used the headline - "How to stop customers walking out of your store and buying from one of your competitors."
Think about the problems that your customers face and how your product or service resolves them - then write your headline. The most powerful words you can use in a headline are - "How To". It immediately grabs the reader's attention if it's relevant to them. Other great words to use are - "Free" - "You" - "Secrets of" - "Discover" - "New" - "Announcing."
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember th
Scissor lifts – hydraulic stage for exciting for someone – approach in various dimensions and varieties. Scissor lifts are a particular kind of aerial lift, deliberate to pick up larger loads and offer more effort space. For manufacturing or engineering efforts where numerous workers require being on the identical stage, a scissor lift is a must-have.A Genie scissor lift can be motorized by gas or electrical energy. Diesel or gas-powered scissor lifts – often called “rough terrain scissor lifts” – are improved for external use, but can’t be used indoors. Electric scissor lifts ar
#3 Testimonials and endorsements - Include all the statements that other people have said about your product or service. They must be real statements giving the persons name and their organisation. People wont believe statements such as - "This service is second to none" - Sales Director
#4 Specialise - If you're targeting a particular market, your brochure needs to reassure the customer that you understand and have expertise in that market. You then need to give examples of how you've solved specific problems in that market.
#5 Make them want to read more - The front of your brochure must have a headline that grabs the customer and encourages them to read more. It needs to include a strong benefit or a way to solve a problem. For example - I might produce a headline for one of my brochures that says - "Customer Service Training for the Retail Industry" It would be far better if I went to the heart of the problem and used the headline - "How to stop customers walking out of your store and buying from one of your competitors."
Think about the problems that your customers face and how your product or service resolves them - then write your headline. The most powerful words you can use in a headline are - "How To". It immediately grabs the reader's attention if it's relevant to them. Other great words to use are - "Free" - "You" - "Secrets of" - "Discover" - "New" - "Announcing."
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember th
The average U.S. company loses approximately fifty percent of its customers within five years of its inception. Because of the Internet businesses today have to play by new rules. Customers are more fickle than ever and they have more choices than ever before. This is why building customer loyalty is more important than ever before.Corporations today are downsizing but they aren’t turning things around. Instead, they find themselves launching another round of downsizing a year later. They cut costs, reengineer, restructure, and still keep loosing customers. Why?To answer this question w
Think about the problems that your customers face and how your product or service resolves them - then write your headline. The most powerful words you can use in a headline are - "How To". It immediately grabs the reader's attention if it's relevant to them. Other great words to use are - "Free" - "You" - "Secrets of" - "Discover" - "New" - "Announcing."
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember th
I remember having a cluttered closet full of stuff and just wanting to get rid of it. I would think of making a garage sale, but the only problem was that I did not have a garage. I was living in a small apartment and could not pull off the conventional garage sale.An excellent way to go around that, is to place free ads online with classified sites. Some of these sites even offer free services and let you upload pictures of your items and place them online. Some of my friends would even promote their businesses and gain as a result. The newspaper is still effective in advertising, but using o
The headline needs to be:
*Believable *Appealing to the emotions *Not more than sixteen words *In upper and lower case letters, not all caps *In quotation marks *Easy to understand
#6 Make it easy to read - People want to gather information quickly and aren't willing to plough through lots of text - use bullet points. You want a clean uncluttered look. Also - watch out for jargon, buzz words and technical terms. Remember the selling acronym - KISS - keep it simple stupid.
#7 Doesn't need to be expensive - It obviously makes sense to use good quality paper and it's best to stick to white or cream semi-gloss or glossy stock. Your brochure needs to feel good in the customer's hands - classy - quality image. It can contain as many pages as you like but why not consider a "one-page" which obviously has two sides.
You could have several "one-pages" produced, each relevant to the market you're targeting. You could also produce individual one for each product or service that you provide. I have searched, frustratingly, through many a brochure trying to find specific information on a product or service.
#8 Laminate - buy a laminator (they're not expensive) and laminate one-sheets or pages from your brochure. They make the information look and feel much better and encourage the customer to hang onto them for longer.
#9 Friendly - Your brochure should give the potential customer the feeling that you're business is friendly and interesting to deal with. Depending on what business you're in, you might want the customer to know that you're also "fun" to deal with.
Don't make your brochure too businesslike even although you're selling a technical product; remember you're communicating to a human being who is primarily driven by their emotions.
It makes sense to build a relationship with a graphic designer who you like and who understands what you're trying to achieve. However, if you want to have more control, there's software you can buy and internet sites where you can create your own stationary.
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