| Current Category is: Advertising | Select Another Category | |
|
|
| Home | Search | Categories | Links | About Us | Contact Us |
|
|
 |
Worn Out Brochure Design Is Keeping Small Business Owners Down
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 template - 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 then for the following pages 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 + A list of services - Okay, now tell them what you do or what you offer. + 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. + 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 materials. Join me as I coach up to 10 other small business owners through the process of creating marketing materials that educate and sell. Once a week for 4 weeks we will meet via teleconference to create and critique your written marketing kit content based on the above article. Each participant will also receive a workbook, feedback and real-life example marketing kits produced by John Jantsch for his clients. Find out more by sending an email to mailto:john@ducttapemarketing.com?subject=Marketing_Kit Copyright 2004 John Jantsch About The Author 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.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Radio and Television Ads: Clever Vs. Annoying Ever heard or seen a radio or television commercial that you really liked and actually looked forward to hearing or seeing again only to be assaulted by another one so annoying it made you want to heave your radio or television out the window?What makes one commercial so enjoyable while others seem to be so abysmal? It's all in the ability to make the listener or viewer remember the ad in a creative, clever way and I'm about to give you some advice on how to do just that so read on!One of the most successful ways of creating clever ads is to add humor. Unfortunately that's not an easy thing to do as you have probably heard or seen many commercials try and fail. Raising Funds For Your Nonprofit Using An Annual Direct Mail Program A good annual direct mail solicitation program can produce unrestrictive operating funds for your nonprofit organization year after year. And such an annual direct mail program, if done right, should produce more funding for your organization each year. LED Moving Message Displays LED's are becoming more and more popular in all kinds of lighting fixtures. For simpler, slimmer design, moving message displays utilize Light Emitting Diodes (LED's) as the display technology. Using Flyers to Advertise Your Online Business Using flyers is one commonly overlooked method of advertising offline. Flyers are extremely easy to create. Is there anything new under the sun? Heres how to find out if your bright idea is unique. "There's nothing new under the sun" is probably the one phrase no inventor wants to hear, seldom believes, and is always trying to prove wrong. However, moving too quickly to prototype stage and first disclosure can turn out to be costly for the inventor who doesn't take the time to find out if his or her invention is already patented. 3 Inside Secrets To Making You Richer Using Direct Mail! Making money using direct mail isn't easy. And anyone who tells you it is, is lying. 6 Must-Have Elements of a Powerful Brochure Most brochures that businesses put out today end up doing little to impact the sales of that business. By applying the 6 must-have elements listed below you will transform you brochure from trash can lining into a powerful sales tool. Indoor LED Displays To promote the audience, staff, customers and other people the Indoor LED displays are most widely used. By incorporating the latest technology Indoor LED displays provide exceptional service for a great value. Prove It! - Give Your Marketing and Advertising More Credibility Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?Tone it down. Advertising - Does it Matter? When advertising, you need to sell your opportunity, your products and yourself. What sets you apart from everyone else? Maybe you produce a newsletter with a specific content where there is a demand from a particular group of people, or you promote your own special product that no one have not yet seen. How To Tell If An Advertisement Costs Too Much People say it all the time: "This advertising costs too much!" They practically go into cardiac arrest when they see how much the advertising for certain media in certain markets is going to cost them. It is pretty easy to get sticker shock when you see that a sixty-second radio commercial on a popular Los Angeles station could cost you a thousand bucks. The Art Of Fear Free Advertising Is fear of failure an issue when you commit valuable money in advertising?Well how about if I showed you a way to remove this fear and you know that you would be able to spend money advertising KNOWING you would get a return?Is that a valuable lesson?Course it is!So, how do you do it?The answer is testing!It's simple really.. Placemat Ad Advertising Starting a placemat ad business can create more business for you; free advertising and income all while helping other local small businesses advertise their business all at a reasonable price.This is an idea not new by any means, but it can prove to be very profitable to you if done right. 7 Questions to Ask Before You Advertise Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising. Creditability In Advertising I recently saw an ad taped to my mailbox, mind you, my mailbox is shared by many residents of my area. The postal real estate is typically reserved for flyers of lost dogs, cats, small children, etc. 3 Simple Steps to Getting Thousands in Free Advertising Many entrepreneurs believe that they understand what public relations is, but very few do. Publicity and public relations can be used to boost your business by thousands of dollars a week or kill it; the trouble is using it to your advantage. How To Make Your Yellow Page Ads Work I hear it often, "advertising in the Yellow Pages directory doesn't work!" I smile knowingly and wait for a pause in the conversation, and this is what I say in response to their claims?"It's not the medium - it's the message?and it's probable the market too!" Blank stares often accompany that opening statement. But they do work - and they work well? IF you know how to use them. Online Advertising: 10 High Impact Psychological Triggers To Super-Charge Your Ad If you knew these 10 high impact insider's hidden psychological triggers and plug them into your Ad and website content,you can empower them and ignite a tornado of sales at your website.Read, understand and use them and burst open the floodgate of sales. How to Save Money by Making Your Own Sign In the sign industry we commonly refer to the material that the sign is made out of as the substrate. Examples include, wood, vinyl banners, aluminum, coroplast, etc. Predictions for 2010 2005 puts us at the mid-point of the first decade of the new millenium. What will things look like at the end of the 1st decade of the new millenium in the world of advertising? I thought I'd project where the ad industry is headed and what 2010 (or sooner) might look like.
|
| Home
| Sitemap
| Disclaimer
| Privacy
| Contact
Us © COPYRIGHT 2011 BRAINBELLY.COM |
