If you are serious about increasing sales, you need serious sales literature. An effective sales brochure produces more sales per dollar of cost than all other forms of marketing and is the most popular form of marketing (Source: Gallup Poll of business leaders). By contrast, an ineffective brochure is a waste of time, money, and paper. Here are 5 ways I help your brochure grow your business. And your profits.
1. By incorporating
sales principles that get
more people to read your brochure ... not trash it
Up to 75% of traditional sales brochures wind up in the trash can. That's because many of them are written and designed by folks who are creative and articulate but -- ironically -- never have personally sold anything! That's like having your map to the Alaskan wilderness prepared by someone who has not actually visited the state. With over 20 years in sales and sales management, I base your brochure on solid sales principles. For example, your customers are more interested in "What are you going to do for me?" than in how good you think you are. Instead of a pretty piece of paper that dwells on the bells and whistles of your product or service, your new brochure focuses on your customer and his needs. That shift in focus increases readership. And the more readers, the more response.
"Your brochure
has increased our response 30%!"
-- Mary Margedant, Mortgage Express
2. With feedback from your customers ... and mine
The effectiveness of a brochure depends on the message it contains and how well that message is written. To determine what your brochure should say, I research your best clients. By responding to a proprietary list of carefully-developed questions, this "focus group" reveals what you do best, how you compare to your competition, and why they do business with you. I also get testimonials from your clients ... flattering testimonials that help build your credibility, reduce purchase anxiety, and differentiate you from you competition. I then add the lessons learned from the results my own clients -- and I -- have received from close to one million mailings. In short, you avoid mistakes, benefit from the successes of others, and don't waste time reinventing the wheel.
"My sales close
rate has increased almost 40%.
Your thorough research of my services
and target market was the key."
-- Joe Castro, INFOLINK
3. As an award-winning specialist
Although I have won awards for my work from such organizations as The Small Business Review and Colorado Business magazine, I am most proud of the rave reviews I've won from my clients. I win them because I've written hundreds of brochures and collected feedback from each to improve the next. Comparison tests prove the power of the written word. For example, without changing product or price, you can increase the response to a brochure up to 19-fold by changing things like the title, word selection, arguments, and sentence structure. Like the time I rewrote a glossy brochure originally prepared by an advertising agency, and my client said results went from next to nothing to "we couldn't keep up with response." So why leave business on the table? If you needed heart surgery, you'd call a heart specialist, not a general practitioner, and you certainly would not operate on yourself. When you want to increase sales, you want a sales literature specialist. That way, you get the biggest bang for your marketing buck.
"We are getting a
6% to 8% response to our brochure."
-- Paul Nino, Advanced Storage Technologies
4. By giving you a competitive edge
A study done by the New York Sales and Marketing Club discovered 71% of your customers base their initial purchase decision on how much they like and trust you. Your brochure helps you gain the confidence of clients even before you meet them. How? With a flattering Wall Street Journal-style portrait sketch and a memorable personal introduction -- not a resume, but a painstakingly crafted introduction designed to bring out your personality and expertise. You differentiate yourself from your competitors.
"Being able to
place a face with a voice is
very important to people, and the brochure does just that.
It is easily our most effective piece of advertising
and has generated a tremendous amount of business for our company."
-- Becky Rieder, Interfunding Financial Services
5. With bottom line results
You need three things for any marketing campaign to work: (1) something of value to offer, (2) the ability to efficiently target your market (with a good mailing list, for example, or a trade show or a seminar), and (3) an effective presentation of your offer. If you can satisfy the first two requirements, why put yourself at a competitive disadvantage by not having a well-researched, well-written sales brochure? At the risk of sounding immodest, I have a system that works. The bottom line is, your new sales brochure doesn't cost, it pays.
"We mailed 2300
brochures, got 70 responses,
and closed over $1 million dollars in
new business from your brochure."
-- Frank Horwich, SECUTRON
(800) 795-2150
(303) 770-2150
e-mail warren@rosaluk.com
Copyright 1998-2009 by Warren J. Rosaluk
Warren J. Rosaluk
7090 South Fillmore Court
Centennial, Colorado 80122