Preparing a Marketing Tactical Kit
Brochure printing companies usually get calls like, "Can you make me another brochure? The other one did not work!"
This is what happens when business owners get impatient after failing
to get any response after sending out brochures to clients. Suddenly
they decide to move right away or they will not be in business.
Do not change your strategy. Assess your printed business information.
Your potential clients need an education. They need to know how you are
different. Every starting business should organize the pieces of
information and format them in a way that allows them to be printed
inexpensively and updated often – something like a Marketing Tactical
Kit. Your marketing kit should include several personally and
professionally prepared print brochures that would provide the
framework for up to 10 or 12 different approaches.
Your brochure is important. You want it read and make the reader want
to contact your company it is about getting and keeping customers. This
tool would serve as a link between the client and you. Thousands of
potential customers are extremely cautious about placing important
business or buying an expensive item from an unknown vendor. This is
why, in order to succeed, EVERY business establishment must have
brochures of different approaches and layouts.
Here are tips on preparing a brochure that would not comprise your marketing tactical kit and increase your sales:
Be credible and anticipate what your potential customers want – People
expect a "real" company to have printed sales literature or you do not
call yourself a company. However, if you want to look like you mean
business, you need a brochure that would present what your business
offers. Assess the order in which your reader’s questions will flow.
Your brochure should answer their questions in a logical sequence
following the consumer’s line of thought. A good way to do this is to
make a list of questions a potential customer might have and prepare a
ready answer for them in your brochure.
Do not forget the “personal touch” – People want printed material to
take home and read at their leisure. Yes, you can direct them to your
Web site, but a brochure adds a personal touch. Tell your prospects
what services you can do for them and why they should buy from you. Add
a flash that will tell your reader that he/she is important and that a
personal favor has been offered to capture their interest– a special
discount only for them, an extra service, free how-to information or an
exclusive invitation.
Pick out your most important sales point – Your business brochure is an
important marketing tool that says a lot about your business, your
products, your services and your company's communication skills. A
well-designed, well-articulated brochure keeps your business in front
of the consumer by underlining your most valuable service.
No brochure can detail all your company's attributes. Define your
message and stay on track. This brochure is a summary of your services
and an overview of the wonder that awaits the savvy consumer. Brochures
that try to attempt to oversell will be cast aside, surprisingly, with
much haste.
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