Marketing Tips of the Trade - Part 4 An Effective Mailing Piece

Welcome to summer! Now that you have: Issued Your Press Releases, Updated Your Web Site, and Strategically Placed Your Effective Ads...prospects are calling, and want to see something in writing. All of your efforts are for naught, if you are unable to follow up with an effective mailing piece. A well-designed brochure is a great way to catch your prospect’s eye.

Create the Perfect Brochure...Some “Do”s and Some “Do Not”s
Put Your Selling Message on the Cover
- The cover of a brochure works like a headline of a print ad! Although this is the most important rule of thumb, it doesn’t appear to be followed often. Studies show that 4 out of 5 people never get beyond the “headline.” So if you are depending on the inside pages to make the sale, you are wasting 80% of your money!

Develop a Theme
- Develop a theme for your marketing plan and carry it throughout your ad campaign. You will be pleasantly surprised at the recognition you will receive.

Photos or Drawings?
- Use photos rather than drawings. Choosing the correct photograph can often express your positioning better than words. Photographs suggest reality to your readers.

Don’t Be Afraid of Long Copy
- If someone has gone through the bother of writing to express interest in your brochure, then they are certainly prospects for the product or service your are selling. Tell them everything they need to know!

Spotlight the Important Facts
- One of the most frequent criticisms of brochures is that they “do not give enough facts.” Be sure to tell your prospects what is included with your service. Also be sure to list costs, contact information, and your hours. Graphic devices can help make this information more memorable.

Make Your Brochure Worth Keeping
- Give your piece longer life, and longer selling power, by encouraging the consumer to keep it handy. Including all of the contact info listed above will help in this endeavor.

Make Sure that Your Brochure is Top-Notch
- In many cases, your brochure is your “salesperson.” Your brochure is your presentation to your customer. Make it as good as your finances will allow!

Call to Action
- What action do you want the reader to take? Write, call, return a card? Every piece of literature should contain a clear call to action. This great brochure is supposed to earn you business, let it work for YOU!

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