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Case History FTM89-422
A combination of dramatic print ad inserts and direct mail were used to develop sales leads for advertising space sales.
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Case History WFB77-308
Mailings targeted to CEOs of small-to-medium-sized firms produced steady flow of commercial banking leads for three years.
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Case History KSP84-619
A mailing to small businesses generated sales leads for major health care organization small group insurance division.
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Case History VAP92-823
A series of mailings to contractors , HVAC dealers , and real estate brokers promoted benefits for sale of all-electric homes.
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Brochures & Sales Aides
Even sophisticated business people can be drawn into the quest for "the perfect brochure." Proud of their company and their product, they believe that a glossy, glowing brochure is essential to their sales success. In fact, the brochure is often the very first piece of marketing collateral that a new company produces.
But does a brochure ever really sell anything? Maybe in mail order…for some products...but, generally speaking, probably not! Why? Because, as the name suggests, its role is as sales "collateral," that is, sales support material.
The fact of the matter is that there are many different kinds of "brochures" and dozens of purposes. Before you begin to design anything, you need to know what you want to accomplish and how this specific brochure will be used.
Until you have your selling sequence completely mapped out, and know precisely what role any item of collateral should play, your brochure may be a waste, a hindrance or – if it gives too much information, even a sales killer.
Here are some questions to help you set the course of action in creating your brochure or other printed collateral:
- Where does this brochure fit in the overall sales process?
- What is the one main purpose for this piece? (For example: Generate inquiries? Establish credentials? Announce a new product? Provide detailed specifications?)
- What comes before this piece in the sales sequence? What follows it?
- How will the brochure move the reader forward?
- Is the format appropriate for the job? (Will it be mailed? Hand-delivered?
Placed in a "take-one" holder? Stuffed into a folder with 10 other pieces?)
- What kind of artwork best conveys the essence and character of the message? Are action photographs required to "sell" the product or service, or would drawings serve better?
- What kind of paper is appropriate for this printing? Does it convey the right level of quality? How will the weight affect postage costs?
- How does the design attract and keep the reader's attention? How does the written copy content and tone work to accomplish the purpose of the piece? Enough copy? Too much? Does it "sell" the whole product or just the next step in the sales process?
- What is the call to action, the next step in the sales process…and is it clear?
- Does this piece complement or strengthen other communications from the company?
- What is the retention value of the piece? Why would anyone want to hang onto it?
- What is the pass-along potential? Is it informative or valuable enough to be given to a friend or associate?
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