Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
Worn Out Brochure Design Is Keeping Small Business Owners Down > NetSparsh - Viral Content you Love & Share

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...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 in business. 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.)

Every small business should create the following pieces of information and format them in a way that allows them be printed inexpensively and updated often. I like to call this approach, the Marketing Kit. Your marketing kit starts with several professionally printed pieces that are the framework for up to 10 or 12 different educational documents. The core components are:

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 marketing 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. Your actual marketing files can be MSWord type documents that are laser printed. This gives you the ability to change and update your content and also allows you to tailor your marketing kit content to specific prospects.

Some combination of the following pages should be created for your marketing kit.

+ The Difference Page - Hit them with how you are different and shower them with benefits of doing business with you. Don't tell them what you do. I like to keep this one to the top 3 or 4 things that you do that your target market will value. Think benefits that are unique

+ A list of services - Okay, now tell them what you do or what you offer.

+ 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. I think this format works well. State the situation, the problem, your solution, the result. Over time you can collect more and more of these and draw upon the ones that fit an industry or problem that in relevant to your prospect.

+ Testimonials - Get quotes from real live clients and create a page titled - "See what others have to say about us." These quotes can be some of the strongest selling tools you have. New technologies make it easy to create audio and video testimonials too.

+ 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. You can learn even more about how to use this unique tool here

This format allow for very inexpensive printing and a great deal of flexibility when you need to update, change or even personalize your magnificent marketing materials.

Want to quickly create your own magnificent marketing materials. Join me as I coach up to 10 other small business owners through the process of creating marketing materials that educate and sell. Once a week for 4 weeks we will meet via teleconference to create and critique your written marketing kit content based on the above article. Each participant will also receive a workbook, feedback and real-life example marketing kits produced by John Jantsch for his clients. Find out more by sending an email to mailto:john@ducttapemarketing.com?sub ject=Marketing_Kit

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing coach and creator of the Duct Tape Marketing System. You can get more information about the Duct Tape System and download your free copy of "How To Create the Ultimate Small Business Marketing System in 7 Simple Steps" by visiting http://www.DuctTapeMarketing.com.

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

The A.V. Club

Bask in the unmitigated gall of these obvious advertising rip-offs of well-known songs
The A.V. Club
Ah, advertising: The grand pursuit of selling human emotions back to the people who feel them. At its best, a great ad is a form of Don Draper-esque high art; more often, though, it's a crude copy of something real, a notion that's heavily emphasized ...
YouTube HTML5 Video PlayerYouTube

all 84 news articles »

Forbes

14 Ways Print Advertising Can Provide New Audience Potential For Your Company
Forbes
Print advertising is not dead. In fact, some people prefer print to digital. According to a study by MarketingSherpa, when asked which advertising channels they trust most when making a purchasing decision, 82% of respondents said they trusted print ...


The Verge

GM's data mining is just the beginning of the in-car advertising blitz
The Verge
The goal was to determine the relationship between what drivers listen to and what they buy and then turn around and sell the data to advertisers and radio operators. And it got really specific: GM tracked a driver listening to country music who ...


FTC fines 2 stem cell centers $3.3M for advertising unproven treatments
Becker's Hospital Review
Some of the clinic's promotional materials included claims the therapies could using advertisements and promotional materials claiming their stem cell therapy can "reverse autism symptoms" and enable "101-year-old lady once blind for 7 years" to once ...

and more »

Business Insider

What you need to know in advertising today
Business Insider
On Tuesday, a group of small advertisers added a complaint to a two-year lawsuit accusing Facebook of not reporting measurement problems for more than a year. The group claims that Facebook misreported an error in counting time spent watching videos.
Facebook Facing Another Lawsuit Over Allegedly Misleading Advertising ClaimsInsurance Journal
Facebook denies new claim it kept lid on video metrics problemAdAge.com
Advertisers Allege Facebook Failed to Disclose Key Metric Error for More Than a YearWall Street Journal
CNET -Facebook -DocumentCloud -Columbia Journalism Review
all 230 news articles »

CNBC

Sprint sells mobile advertising unit to InMobi
CNBC
Oct 17 (Reuters) - Sprint Corp has sold the mobile data and advertising company it created in 2012 to InMobi, which provides technology for marketers, in an all-stock deal, the companies said on Wednesday. The fourth-largest U.S. wireless carrier by ...
InMobi acquires Sprint's advertising and data subsidiary Pinsight MediaVentureBeat
InMobi Forms Strategic Partnership with Microsoft to Power New Cloud-Based Enterprise Platforms for MarketersInMobi

all 56 news articles »

Washington Post

How to Get Ahead in Advertising? Drastic Measures
Washington Post
There was a certain irony last week when advertising doyen Martin Sorrell dubbed WPP Plc, the ads and marketing giant he spent 33 years building, as “a legacy business.” Skipping over the fact it is his own legacy, he is broadly correct. But it's not a ...


Vox

“Real people — not paid actors”: why companies love “authentic” advertising
Vox
If you live in New York City, Bumble wants to remind you that it exists. The dating/networking/friendship app rolled out a new campaign last week featuring billboards in Times Square, posters in subway stations across the city, and ads in the New York ...


Washington Post

Top Washington Post advertising executive unexpectedly leaves company
Washington Post
Jed Hartman, The Washington Post's top advertising executive, has left the company after nearly four years. The Post did not offer a reason for Hartman's departure, which colleagues said was unexpected. “We don't comment on personnel matters,” said ...


False advertising
Arkansas Democrat-Gazette (blog)
At first, it seemed a joke. Like something from The Onion. Especially the editorial cartoon that modern-day Mad Magazine gives its readers every week: so over-the-top bad, so over-the-top dated and moldy, that the joke is on the artist, not the reader ...

and more »
Google News

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards

Sorry, I Don't Seem to Have a Business Card With... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

Persistant Advertising Will Do No Harm!

From my experience, I've been on many discussion groups and... Read More

What Happened? Troubleshooting Poor Response from Ad Campaigns

Too many small business owners today run ad campaigns that... Read More

Media, the Internet, Yellow Pages, and Your Business

If you are reading this article, chances are you could... Read More

LED video Displays

LED video displays give you the power to communicate, to... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... Read More

Measure the Response of Your Advertising Campaigns by Using Promotional Products

For most companies, gone are the days of spending money... Read More

Reach vs. Frequency: Touch 100 Once or 25 Four Times?

Reach and frequency are terms generally used when planning advertising... Read More

Go Ahead Im Listening

In today's fast paced environment, interaction with family and friends... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

10 Ways To Improve Your Print Ads

1) Include a coupon in your large ads. This can... Read More

The Motivational Triggers That Make People Buy

In order to sell more products and service, you need... Read More

Media Savvy - Treat Them As You Would Your Best Customer

The ability to lead, persuade and influence are integral skills... Read More

Media Savvy - How To Lead, Persuade And Influence

The ability to lead, persuade and influence are integral skills... Read More

How Well Do Postcards Work?

The humble little postcard has been getting a... Read More

Double Your Sales Potential With Double-sided Business Cards

Swapping business cards is one of the most basic and... Read More

How You Measure Yourself Is How You Motivate Yourself

One of the keys to strong positive mental attitude is... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

The Forgotten Advertising Tip

I'm sure while you have seen many tips on advertising,... Read More

Magnetic Signs: Where Do They Work Best?

Recently, a woman called to ask about replacing a magnetic... Read More

Secrets to Get Free Advertising

The opportunities to get free advertising for your product or... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Imprinted Promotional Items ? Their Many Marketing Applications

There are many uses for promotional items. This means that... Read More