When the rubber hits the road

As the saying goes, the "rubber hits the road" at the point in time when a salesperson is in-front of a customer and moves to quickly communicate why they should buy. Salespeople need the right tools at their fingertips as they initiate relationships, build trust with customers and prospects, and when they close the sale.

Printed Materials Make Your Message Tangible

Your customers judge how sophisticated your company is based on the visual impact of your brochures and other sales materials – how they look, read and feel. Don't be chinsey with the weight of the paper and the quality of the images in your brochure, because your customers will associate that quality with the quality of your company's products and services.

Your Brochure's Messaging

Crafting your messaging takes brain power. You need to spend some time developing a message that resonates with customers and is also relevant to their interests. Don't rely on your brochure to show every item you sell. Instead, dig deep to understand exactly what it is that your customers are buying. Often your customers are buying something that you don’t even know you are selling. You might be pitching your products when it’s actually the company’s value they are buying. Ask yourself this question: Other than your product, what else does my company bring to the table that benefits the customer?

Remember, your brochure's job is not to sell your products or services; that is your sales team's job. A powerful brochure has messaging that speaks to solutions that solve your customer's problem, and demonstates how your company is different than all of your competitors. What is your claim to fame?

A powerful brochure is memorable and will provide your customers with the information that is important to them.

How to create a powerful brochure:

The best way to understand how to create a powerful brochure is to look at a real-world example. This four-page capabilities brochure tells the story of HT Global Circuits.

1. The company's focus is clearly declared, along with a bold claim that commands attention.

2. Notice you are not seeing a pile of circuit boards; instead, the main images are how you can use a pile of circuit boards.

3. A striking visual design captures the prospect's attention.

4. Brief copy tells the firm's story from a customer perspective, conveying empathy and understanding.

5. The background of this page subtly reinforces HT Global's worldwide footprint.

6. This page focuses on HT Global's capabilities and expertise. It's a bit long but was necessary in this design. Bullet points with short sentences work better in most brochures.

7. This content also raises and overcomes several common customer objections.

Summary

• Focus on the value your company delivers rather than just the products.
• Show examples of your products in use or what the outcome is whenever possible.
• Make it short, sweet and meaningful to the reader. Use bullet points and quality photos to tell your story.
• Always have a call to action and direct people to your web site.

Marketing's Secret Sauce: The Message

If you're looking for help in brand messaging, check out our 8-minute video presentation on  Marketing's Secret Sauce. You'll discover:

• Why you must first focus on your brand message – not on the channels you’ll use to deliver it
• Two key types of messages, and the critical role each one plays in your branding
• Examples of companies that have powerfully positioned themselves in the minds of their customers using taglines and slogans
• Three steps to develop a persuasive strategic brand message for your business