Is Your Company's Brochure a Sales Killer? How to Evaluate It.
Jan. 11, 2011
This was posted yesterday on a forum.
I sell water systems and I was advised that brochures are a bad idea. Why exactly? One of my customers is a big fish in a tiny pond, she owns the only hair salon in town and talks to literally everyone in town. She asked me for a big stack of brochures to give out to all her clients because the water in her town is harsh. I don't want to kill all these sales by blocking them with a brochure. What is wrong with brochures and what should I do instead?
All printed advertising was defined in 1906 by a pioneer in direct-response advertising, John E. Kennedy: "salesmanship in print." This story is here.
A good brochure is a useful tool, but it must conform to Kennedy's reasons-why advertising techniques.
First, it must be written to a particular representative person (not a committee) in a specific audience. The more narrow the audience, the hotter the audience's hot button. One size does not fit all. Neither does one brochure.
Second, It must be written like a one-page display ad in a magazine. The headline is the key. The headline's task is to get the reader to read the first line in the first paragraph. Its job is to get him to read the second line.
Third, the brochure must offer one major benefit. This benefit must be described in great detail. The copy must create a mental image of the benefit. Ask the person to imagine his or her world with this benefit, which should have lots of related benefits.
Fourth, the brochure should call on the reader to take one action step. It should offer reasons why.
Fifth, the action step must be free or close to it. Call an 800-number to receive something of value. Or go to a website to see a powerful video.
Sixth, the person will want to get more information. This should be designed the same way: benefits, mental or visual descriptions of life with the benefit, and another call to action.
Seventh, a high-priced product will require a sales meeting. The task of the ads is to get that meeting scheduled.
Each ad narrows the target audience: shotgun, rifle, scope. //www.garynorth.com/members/7464.cfm A brochure is a shotgun: cheap to produce. It is given away.
If I were a salesman, I would not rely on a company-produced brochure. I would write my own brochures, aimed at the markets I sell to locally. I would produce my own WordPress site. I would put my own YouTube videos on it.
Of course, I would clear this with headquarters. There could be legal issues involved.
I would position all this as a test case. Offer to share the results. This will put you on the sales department's side.
Being a salesman is a demanding occupation. It requires constant attention to detail, constant testing of new ways to persuade buyers to part with their money. They need help in making a decision. A salesman provides this help. He needs tools. A brochure is one tool. It is not a stand-alone tool.
Any other suggestions? Post them here: