Getting Started

While web sites are becoming the norm, most people still request and find comfort in having hardcopy material to review, especially during sales presentations. For this reason, most businesses still need to have brochures, business cards and even direct mail pieces.

Here are a few ideas on how to produce these materials cost-effectively.

You’ll need:

• Your logo, corporate graphics and/or identity system requirements for the designer.
• Print Designer who not only knows how to design a creative and compelling piece, but who can set-up the graphics for proper printing. Talk with a printer first and then be sure to let the designer know your printer’s requirements (Quark, PageMaker, CMYK vs. RGB and so on). Mistakes in file set-ups can be quite costly to undo at the printer side.
• Copywriter and Editor– writes the copy and edits it to fit the final layout.
• Printer that is reliable, high-quality as well as economical. Don’t get enticed by cheap print deals ($300 for 5,000 4-color brochures). Poor quality can result in missed sales.
  

Writing Copy That Really Sells

Unfortunately, the copy in many corporate brochures, on web sites and in other materials focus too heavily on features, rather than benefits and a compelling call-to-action. Yet, people tend to buy when they know more about what’s in it for them…the benefits.

A few tips:

• Start with the basic cost savings, time saved and other benefits as they relate to your service or product offering.
• Be brief and simple...you don't have to write an award-winning piece; just keep to the point.
• Don’t write about twenty different features. Focus on the key ones and align them with the benefits they offer.
• Include real-life examples and case studies if possible.
• Use bullets wherever possible.
• Always include a call-to-action even if it’s just to talk with a live sales person if they’ll call or email.
• Strengthen the call-to-action by including a time-sensitive offer: a free report, consultation, discount, rebate or other offer if they respond by a certain date.
  

Want more help?

Contact us at: info@mxservices.net

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