Marketing Materials That Have Value to the Customer and Prospect

There’s little or no value for me to know all about you, (there’s a time and place for that) but there is value in your marketing materials benefiting me, such as:

·       Educating me – I once got a marketing brochure from a printer who wanted my business. His four-color, glossy brochure showed a color picture of his new press along with a page of specifications which extolled the benefits for the printer. Who cares? I know he was proud of his new machine but because the expensive brochure was of no value to me, I pitched his it immediately. When he called me and asked me if I read his brochure, I explained that I threw it away and explained why. When he asked what kind of marketing brochure I would have kept, I told him that was easy. I explained that I would have kept a marketing brochure that listed the top ten ways I could significantly reduce my printing expenses. Educating a prospect has value!

·       Motivating me – a brochure telling me how wonderful your people are has no value to me, but information about how I might benefit from making some changes in my personal or business habits. Motivating a prospect has value!

·       Arming me – with information about industry trends and competitive intelligence has tremendous value! Arming a prospect has value! 

The keys to marketing materials that get read, kept and lead to business are: 1) talk about the prospect, not you

2) give the prospect something of value

What would make you want to keep marketing materials from a computer company …a list of services, OR a “Systems” kit with checklists of how to avoid problems, monthly file maintenance and virus protection?

What would make you want to keep marketing materials from a CPA firm…a profile of all the partners and all their degrees, OR a “New Business Kit” on how to set-up your books, filing deadlines, and a checklist of business deductions?

What would make you want to keep marketing materials from a law firm…a history of the firm…or a “Small Business Manual” with a sample lease, summary of employment law, and sample forms? 

What would make your prospects and customers want to read your marketing materials?

   -         length of time in business?

-         degrees? awards

-         products

-         testimonials?

OR

-         case studies where you have solved client problems (especially if told from the client’s view)

-         articles that address your prospect’s concerns

-         ideas you have for their business

Because I speak about marketing, my marketing kit is a packet of information on how my prospects can better market their companies, not on how I market mine!

Marketing Materials That Sell Don’t Sell At All

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