It’s when you create an email, webpage, ad, brochure or flyer that SEEMS so good… but for some reason it just doesn’t work when you actually publish it.
Fact is, your advertising should actually help you get business… not just provide interesting reading material for those who see it.
I’m always amazed at how many businesses continue to use the same ad materials despite the results they’re (not) getting. It’s as if they’re thinking, “Hey, I need to send them SOMETHING!” When the responses don’t come, they rarely attribute it to their crappy sales materials.
Do you have live salespeople following up? If not, and you’re not seeing a flow of new customers despite getting the word out, your sales materials are 100% to blame!
Fact is, a well-written brochure, for example, can completely out-sell your competition by making their similar service seem lacking and inferior.
For example, I recently created a brochure for martial arts school. What it DIDN’T do was simply tell all the good things that it offers students. It ALSO told all the things that the COMPETITION doesn’t do… or does in an inferior way.
For example, I included details such as:
“And unlike other local schools, there are absolutely no expensive belt tests… no legally binding contracts… no complicated, impractical, rehearsed moves to remember… no ridiculous high kicks requiring Gumby-like flexibility…” and so on, each described in detail.
Because by educating your prospects, you’re acting like a consumer advocate, teaching them what to look out for. You’re actually telling them how to judge such businesses so they get more bang for their buck.
If done correctly, you develop massive credibility and actually program your prospects to regard you as the superior business because you are informing them about things that your competition says nothing about.
(Read that last sentence again.)
What naturally happens is that your prospects regard you as more caring… more open and honest… and, as a result, they begin to question why your competition isn’t doing the same. “Hmmmmm?”
LISTEN: If you have a brochure or flyer that’s not working as well as you’d like, I may be able to help you. I’ll take your current brochure and transform it from a lifeless piece of paper into a more effective, money-making sales tool.
In the mean time, take a look at your current sales materials. If you’re only talking about your own product or service, you’re missing the boat.
“But, Drew! I always heard that if MY products and services were great, I shouldn’t say how my competitions’ aren’t as great!”
HOGWASH! Who sold you on that philosophy? That’s like adjusting your car to run on only half its cylinders. Why would you intentionally sacrifice your sales power?
If this is how you think, for the sake of your business, snap out of it… and fast!
Until next time…
Drew Eric Whitman, D.R.S.
Direct Response Surgeon™
Author of the advertising best-seller:
“CA$HVERTISING”… now in its 3rd printing. Translated into French, Spanish, German, Italian, Chinese, Japanese, Korean, and Arabic. Available at Amazon.com and online and retail bookstores worldwide.