Dos and Don’ts for Creating and Using Sales Brochures

Over the past few weeks, FEI marketing whiz Marka has given the FEI tribe some tips on creating print ads that get results. This week, Marka gives the tribe the first in a series of lessons on planning and creating effective brochure promotions. Remember, fire = print.

Marka and Zoot were hanging out at Grape Leaf frozen yogurt store, the hottest new chain in town. Marka watched in amazement as Zoot wolfed down a large mint chocolate chip cone in less than 30 seconds.

“I like the new brochure you created for FEI,” Zoot said, frozen yogurt dripping down his chin. “My sales staff likes it, too. In fact, they might like it too much. Lately, I’ve noticed that one or two reps have been ending calls with a casual ‘let me send you a brochure.’ What happened to scheduling an in-person appointment? They’re counting on these brochures to do all the legwork for them.”

“Sending a brochure in response to leads might make sense if you have a tiny sales staff, like Pyro, but FEI has an ample salesforce,” Marka agreed. “Our people need to spend their valuable time following up—in-person or on the phone–not sending out a mass of brochures.”

“Sounds like you know a lot about this topic,” Zoot observed.

“Yes. In fact, let me give you some of my dos and don’ts for using sales brochures.” Marka said, then began pulling a piece of paper out of her purse to write on.

• DO incorporate technology.

“QR codes can help continue the sales process that our brochure starts,” Marka explained. “Say we’ve invented a new ZX8 waterproof torch. We describe its waterproof capabilities in our brochure. Then, under that description, we include a QR code. This code links to a video that shows the ZX8 being dunked in a vat of water repeatedly, so prospects can see how waterproof and durable this thing really is.

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or
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