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Time To Move Up From
the Worn-Out Sales Brochure
I got another one of those calls the other day. . ."Can you
make me a brochure?" Many business owners have been sold on the notion
that they need a tri-fold brochure or they are not in business. Forget
it...everybody's got one and no one uses it.
Your potential clients need an education. They need to know
how you are different. (The typical tri-fold brochure simply confirms
that you are the same.)
Every small business should create the following pieces of
information and format them in a way that allows them be printed
inexpensively and updated often. I like to call this approach, the
Marketing Kit. Your marketing kit starts with several professionally
printed pieces that are the framework for up to 10 or 12 different
educational documents. The core components are:
1. A pocket folder - A multi-use workhorse, this piece alone,
if designed well, can send the message that you are in business to stay.
(This one will cost a little but it has many uses)
2. A marketing kit template page - This should be a
professionally printed piece that carries your logo and contact
information but is different than your letterhead. This is the base
piece for the pages described below that insert into your pocket folder.
(Your actual marketing files can be MSWord type documents that are laser
printed. This gives you the ability to change and update your content
and also allows you to tailor your marketing kit content to specific
prospects.)
Some combination of the following pages should be created for
your marketing kit.
+ The Difference Page - Hit them with how you are different
and shower them with benefits of doing business with you. Don't tell
them what you do. I like to keep this one to the top 3 or 4 things that
you do that your target market will value. Think benefits that are
unique
+ Deeper Differences - Now take each core difference and tell
the reader in greater detail why and how that difference is important
+ A list of services/products - Okay, now tell them what you
do or what you offer.
+ Deeper Product/Service Descriptions - Go into detail on
each of your product or service offerings
+ Case Studies - Pick representative clients or industries
and outline how your product or service solved someone else's challenge.
People learn in different ways and case studies allow them to see
themselves getting relief. I think this format works well. State the
situation, the problem, your solution, the result. Over time you can
collect more and more of these and draw upon the ones that fit an
industry or problem that in relevant to your prospect.
+ Testimonials - Get quotes from real live clients and create
a page titled - "See what others have to say about us." These quotes can
be some of the strongest selling tools you have. New technologies make
it easy to create audio and video testimonials too.
+ Client List - In some cases, just simply listing who else
you do business with can present a compelling case.
+ Process Description - Show them how you do what you do.
Create detailed checklist and flow charts that show them how you keep
your promise. In many cases you have these anyway but by making them
part of your marketing you can demonstrate how much more professional
your organization is. These also help you justify why you charge a
premium for your services. Many people underestimate how much really
goes into delivering a quality product or service. So show them.
+ Your Story - Many companies have interesting or even gut
wrenching histories. Tell them your story in an open, honest, and
entertaining way and you will win their hearts as well as their heads.
All of the above pieces can, in many cases, be word processed
files that are laser printed onto the template I described above. You
can learn even more about how to use this unique tool here
This format allow for very inexpensive printing and a great
deal of flexibility when you need to update, change or even personalize
your magnificent marketing materials.
Want to quickly create your own magnificent marketing kit?
Join me as I coach other small business owners through the
process of creating marketing materials that educate and sell. Once a
week for 3, 1-hour sessions I will meet, via teleconference, to create
and critique your written marketing kit content based on the above
article. Each participant will also receive workbooks, audio recording
of each call and real-life example marketing kits produced by me for my
clients. Find out more by visiting
http://www.ducttapemarketing.com/Ultimate-Marketing-System.htm
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John Jantsch is a marketing coach and creator of the Duct Tape Marketing
System. You can get more information about the Duct Tape System and
download your free copy of “How To Create the Ultimate Small Business
Marketing System in 7 Simple Steps” by visiting
http://www.DuctTapeMarketing.com
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