PT 88 SALES BROCHURE
flyer is to take a specific course of action. Keep your goal in
mind as you are preparing your material. Without a clear picture
of what you want to do, you will have wasted a lot of time and
money. Here are a few ways to increase the effectiveness of your
brochure or flyer. Let people know how you will solve their problem. One of the main
reasons people will take a brochure or flyer is because they are
facing some sort of problem that you are offering to solve.
Remember, businesses that solve problems succeed! Focus on the benefits of your product or service. Effective
printed material focuses on the customer, not on you or your
business. Customers want results. You need to provide the answer
to your customer's question, "What's in it for me?" Offer something they can't refuse. Customers often choose to take
immediate action when they are offered something that is just
too good to pass up. Try a discount, free sample, free trial
period, etc. You could also put a reply card or coupon in the
brochure or flyer. Credibility sells. Show that other people value your product or
service. Include endorsements or testimonials in your printed
items. However, make sure that they are real and specific. "A
great product!" will not impress a customer enough to buy.
We all have been pressured at one time or another to buy
something we didn't really want, and were angry at ourselves
later. Maybe the sales person or ad over-exaggerated your need
to have the product or service. Or, perhaps important
considerations were glossed over or hidden by a crafty sales
pitch. You didn't realize the pitfalls until you had already
forked over the cash. Although selling is trying to get someone else to think or do
something, it should not be manipulative. Instead, give the
customer information that will help them make a wise decision.
When a good product or service meets a prospect who can use its
benefits, a sale almost always happens--no deceit required.
The problem comes when we manipulate a customer into buying
something that won't be good for them. You might make the sale,
but in the long run it doesn't pay off. The customer won't use
it, will probably return it, and will not do business with you in
the future. They may even say negative things about your company
to others, and nothing travels faster than negative word-of-
mouth. The solution is to only sell things you strongly feel can benefit
your customers. Find prospects who will get real use out of the
purchase. They'll turn into repeat customers and spread the word
about the value of doing business with you. Draw the line when it comes to a prospect who won't benefit from
your product or service, or who can't really afford it.
Often a brochure stands alone. It may be your only form of marketing for your business or for a particular product or,service. Other times, a brochure works along side other types of marketing. For example, you might have a TV commercial that introduces a problem many people have and a product you sell that relieves the problem. Your brochure could give additional information your TV commercial didn't have time to cover. One panel of the brochure could provide a company history, another panel could tell what kinds of prospects experience the problem, a third could explain in some detail how the product solves the problem.
When your brochure is mailed with a sales letter, the brochure can provide additional more in-depth details that compliment the sales letter. Tedious but needed details can be included in the brochure rather than complicating the sales letter...
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INDEX