You'll need more than business cards and a web site to really bring in traffic. How will people know you exist without putting information in front of them? You can't always give that 30-second elevator speech about your company and marketing materials can tell prospective clients anything you need them to know about your business, whether that be general information or promotions you might be offering. Put something in peoples' hands that grabs their attention.
More information about Marketing Materials
Creating Brochures that WORK
A piece of collateral like your brochure is critical to bringing in new customers, retaining new ones, and continuing the growth of your business. What does your current brochure say to people? Is it saying "we're a professional organization"? Is it sending a message that people understand and connect with? Does it give people a reason to contact you RIGHT NOW?
Here are some tips to creating an effective brochure.
- Grab 'em and don't let 'em go. You need to get their attention and persuade them to keep reading. Colors and graphics work well for this, as will an attention grabbing headline that speaks to a reader. Keep the front of the brochure simple, not too wordy. Keep it to just that headline so it won't be missed. "Tired of never having enough money" might be a good headline for something having trouble handling their finances.
- That's right, just a little but furhter. You've gotten them past the cover, let's not lose them now. While you might be tempted go on and on about your company, remember that prospects will read the brochure with a "what can you do for me" mind set. Think more "you" and less "me" (or "us", as the case may be). Make sure the prospect believes you are talking directly to them. Keep the text on the lighter side, in both tone and length. Long and confusing text is a sure-fire way to lose a prospect.
- Leave them wanting more. Don't give away the farm with the brochure. You'll want to leave your prospects with enough questions that they feel compelled to seek out the answers by calling or visiting yoru web site. Your brochure could never do as a good of a job at selling as your sales representatives so don't let it try.
- Reel 'em in. Now that you've got them salivating, make it as easy as possible to satisfy their hunger. Provide multiple avenues of communication, such as phone number (toll-free is even better!), web site address, or a printed form they can fill out and send in for more information (with prepaid postage of course). No need to put your contact information in more place than one. Repeating your phone number over and over just ends up feeling intrusive. If your prospect is interested enough to call they'll find your number. Just make sure it's not too small of a print!
