Focusing on the Customer in Your Business
A good way to find benefit is to list all the features of a product or service and ask “what the customer gets because of these characteristics?”. The design of a sales brochure must project an image of first class. Only a professional-quality design will make the brochure, and business, professional looking in the eyes of potential customer. The technical language is hard to read, even for technicians.
What is preferable: to read a technical document or a document more “light” but understandable? The marketing materials should be interconnected: the prospectus should provide information on the newsletter or the website of the company, and vice versa. Whenever Senator of Arizona listens, a sympathetic response will follow. Reference should be made to other published materials or any recognition they received. The speech used in the brochure should always assume that the customer will buy the product or service contract. Where possible we must try to avoid the words “yes” or “maybe.” The reader cares to know how the company that delivers the brochure can improve your life, not interested to tell you how good the company.
Do not forget that it is words that sell. The photos are great, but the words are what sell. As mentioned in point 1: a brochure is not a decorative part of the company. The careful design of direct marketing materials used by banks are a good example of how words (with pictures) are working to sell products and services. Readers know that the brochures are promotional materials. If they choose to read is because they are aware that what they hope to find is sales information. Then the address used must be a salesman. Do not be fooled: a brochure may not end up closing a sale, but will serve as an introduction to the company and prepare the way for the sales team to finish the job. It is the seller who must close the sale. The ideal is not to let more than one week of receipt of the prospectus for the seller to contact the potential customer. The professionally designed brochures can be the difference between a successful marketing action and a waste of money and energy.
