‘Show-Me’ Brochures Help You Sell More
Aventinus jumped on Zoot’s desk and pulled violently at the brochure’s inside pages, trying to rip off the glue. Then, he scuttled over to the water fountain in Zoot’s office and poured water directly on the glue. The brochure remained intact.
“See?” Aventinus declared. “It’s dripping wet, but the glued spine is completely intact!”
Zoot was convinced. He promised to call Aventinus as soon as FEI had finalized its brochure’s design. After Aventinus left, Zoot headed down to Marka’s office.
“Marka!” he said.
Marka looked up from her desk. “Yes, Zoot?”
“We need to make our brochure a ‘show-me’ piece,” Zoot declared.
“How?” Marka asked.
“What if one of our brochures was also a torch?” Zoot asked.
“You’ve lost it,” Marka chuckled.
“Hear me out,” Zoot continued. “First, we dip the brochure’s pages in flame-retardant material. Then, we fasten a giant FEI-patented DuraWick to the top. Inside, we attach a pack of matches to light it. Voila! This will lend new meaning to the phrase ‘book burning.’ More to the point, we’ll show prospects how powerful our flame-retardant torch material is, and how long our DuraWick lasts!”
“Boy, Zoot, you never run out of good ideas,” Marka said in amazement.
“And I just got another one.” Zoot grabbed Marka’s uneaten frozen yogurt off her desk and started eating it.
Today’s FIRE! Point
If a picture’s worth a thousand words, a “show-me” piece is worth a thousand pictures. “Show-me” brochures let your printing company visually demonstrate your most impressive capabilities for prospects to see.
FIRE! in Action: CRP Industries Uses Creative Brochure Direct Mail to Grow Sales
The auto parts distributor mailed three versions of a brochure featuring a humorous message. These brochures achieve a 15 percent response rate and contributed to a 31 percent sales increase in 2010 in the market segment the brochure mailers targeted.
Next week: Marka brings the tribe another tip for creating effective company brochures.