Build Sales with Brochures for Each Stage of the Buying Cycle

• Interest/Desire

“To instill interest and desire in prospects, we create brochures that demonstrate the benefits of working with FEI. These brochures should offer benefits-driven stories and case studies of how FEI has helped customers. They should include testimonials from satisfied customers. They should offer useful information that displays FEI as an expert authority on fire. You get the idea. To use a legal analogy, think of these brochures as ‘building the case’ for choosing FEI.”

• Action

“We also need a brochure focused squarely on getting the order. If our ‘Interest’ and ‘Desire’ brochures have done their jobs, the prospects’ buying interests should be whetted. At that point, we want to supply them with brochures that provide everything they need to pull the trigger—and then some.

“Depending on many factors, we might consider including in this brochure an incentive for first-time buyers to try out our products. Perhaps we could include a first-time discount or coupon, or a free or inexpensive ‘30-day trial version’ of our matches.”

• Reorder

“Most salespeople and marketers think of the sales process as a funnel. Actually, it’s more like a hourglass. The greatest—and potentially most lucrative—sales opportunities are with the existing customers at the funnel’s bottom.

“How about handpicking 50 customers who have ordered torches in the last year, but not matches? Then, we hit them with a cross-selling matches brochure. Or we take 20 good customers who have never bought more than our basic ZX-1 torch, and send them some literature extolling the benefits of our higher-priced,but more durable and overall better-performing, ZX-9 model,” Marka concluded

“I get it,” Zoot said. “No matter where a fire buyer sits on the AIDAR curve, we should be ready with materials that speak directly to them.”

“Bullseye,” Marka exclaimed.

Today’s FIRE! Point
One limitation of sales brochures is that there’s no one-size-fits-all solution that can address the needs of suspects, prospects, new customers, and repeat customers. Create brochures for potential print buyers at each segment of the AIDAR curve: Awareness, Interest, Desire, Action and Reorder.