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How to create magnificent marketing materialsCopyright 2004 John JantschI got another one of those calls the other day. "John, 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 really in business. I'm telling you right now, 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.) No single brochure can grab your prospect's attention, hold it, and demonstrate how you are uniquely qualified to solve their greatest challenges. If your marketing materials are to do as stated above then they must go much deeper than you may be used to seeing. Your prospects believe that your firm is pretty much like any other firm that does what you do. On the surface they are right. If you are an electrical contractor, you probably do wire a ceiling fan the same way every other electrician does. The difference though is in the way you provide the service, the experience, the way you communicate, your professionalism, your training, your 27-point safety checklist, your story. That's the stuff they need to hear about. That's the stuff that will make them say, “This is someone I can trust coming into my home.” Your business should create the following pieces of information and format them in a way that will allow you to print them inexpensively and update them often. 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 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. + An executive summary - Hit them with how you are different and shower them with benefits of doing business with you. Don't tell them what you do. This is where you will communicate your core marketing messages. If you have an unheard of guarantee, if you are faster, smarter, cheaper…let's hear about it on this page. + A list of services - Okay, now tell them what you do or what you offer. You may even need to create a sheet for each of your services or different service areas. + 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. + Testimonials - Get quotes from real live clients and create a page titled - "See what others have to say about us." + 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. This format allows for very inexpensive printing and a great deal of flexibility when you need to update, change or even personalize your magnificent marketing materials. (Wait…this looks like a pretty good layout for a website too!) Will they read all of this stuff? Like all marketing efforts, some will, some won't but the one's that do will pay a premium to acquire the services of someone so obviously magnificent. About the author: John Jantsch is a marketing coach and the author of Referral Flood - How to create a flood of new business without spending one dime on advertising. You can get more information at http://www.ReferralFlood.comor by sending a blank email to mailto:subscribe@ducttapemarketing.com Circulated by Article Emporium Marketing Your Home Based Business Website Copyright 2005 Paul Jesse So you now have your own home based business and you have a website promoting your products or services. You sit and wait expecting fame and riches but the orders are not coming in. Where are the customers in this global marketplace you are now par... RSS and Blog Marketing for Real Estate Copyright 2005 Tinu AbayomiPaul Earlier this month, Realtor Magazine announced that they would be featuring an article about Tampa Bay Realtor John Mudd and the success he has been having in attracting prospects and media attention with his blog on real estate. Since... If You Could Submit Just One Page to the Search Engines Which Should It Be? Copyright 2004 John Gergye Listen. Some make submitting pages to search engines sound like the fast track to search engine ranking nirvana. Not to mention you'll see offers to submit your site to a scadzillion sites for some low nominal fee. Yeah right. It's en... One secret that they will never reveal to you Copyright 2005 Arun Pal Singh You want to start a business and you look for opportunities or already have one to promote. You search for options and numerous appear. Everybody is so eager to tell you his secret. Each of them seems to hold a magic wand that will scale your bu... Reaching Goals in Direct Sales Reaching Goals in Direct Sales From surveys and experience, we've noticed many setting excellent goals for their business. We've also noticed that while the goals being set are good, the results aren't. Around 90% of those in Direct Sales do SET goals, but never reach them... The Lazy Man's Way To Building a Massive List In Minimum Time. As you read every word of this article, you'll be stunned by how quickly and easily you can build a massive list of opt-in subscribers without spending a fortune. (The idea is to make money, not spend money. Right?) I'll get right to the point... It can be a real ... If You Can Dream it You Can Achieve It If you can dream it you can achieve it. Yes, I had a dream. Since I was 12 yrs old I had a dream of having my own business that I could be proud of. It took me plenty of years to achieve my dream but it has finally come true. Affiliate marketing has brought a dream to reality. ... Reputable or Rip Off? People who are buying online have grown dramatically over the last few years. Consumers purchase a variety of different products, and with the trend as it is; elderly people are becoming more confident to pay for their products online as they understand money can be saved in compa... How to create magnificent marketing materials Copyright 2004 John Jantsch I got another one of those calls the other day. "John, 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 really in business. I'm telling you right n... Flat Tires, Slow Leaks, and Online Marketing Copyright 2004 Richard Kraneis Does your online marketing campaign have a flat tire? Or is it more like a slow leak? Today my 16 year old son Fritz called on the cell phone from high school. Mom took the call. “Could Dad fix my flat tire during the day?” Of cour... Aim At The Bullseye And Your Online Home Business Will Prosper By Kirk Bannerman Traffic is one thing, but targeted traffic is everything. You have no doubt seen dozens of offers similar to "10,000 hits per hour driven to your website!". This type of website traffic is completely untargeted and will undoubtedly ... What's Holding You Back? Think for a moment about the things you want out of life. Perhaps there are certain things you had hoped to accomplish by now. Among those things might be a degree of financial success, social status, independence, a wholesome family life or the attainment of some educational goa... The Top 10 The Top Ten Signs That Your Marketing Message Needs a Facelift Copyright 2004 Five Star Leader Coaching and Training Is your marketing plan dull, flat, and downright boring? Is it lacking the zest and appeal which can penetrate the consciousness of your buyers? If so, you may be driving away folks who could easily buy your products or s... Beware The Isms This article may only be reproduced in its entirety, including the resource box and subscription information electronically or in print. A courtesy copy of your publication would be nice, too! Beware The Isms by Dan Reinhold A home business can serv... My Improbable Evolution Into a Passionate eBayer My Improbable Evolution Into a Passionate eBayer It all began innocently enough. I had an acquaintance who had an knack for spotting valuable things at thrift stores, yard sales, swap meets and the like, a trait I regarded highly. Our biggest commonality was that we were...
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