When a prospect contacts you, what do you give them? If you're like most businesses, you might give them a small flier or brochure. It's more effective if you take the time to design a complete and comprehensive marketing communications folder. This article lays out recommendations on what you should include to make an effective folder.
Insert #1: Your Story
Why did you start your business? How passionate are you about what you do? Your business story lets prospects know why you started your business and helps to share your passion.
Make your story as engaging and compelling as you can. Is is perfectly fine to write in a more personal and relaxed manner when you are sharing something about yourself. You want your story to create trust and confidence in your readers.
Below are a few points to help you craft the perfect compelling story.
- Be personal - Talk about the people you've touched in your business
- Make it emotional
- Make your story engaging and fun to read
- Tell your story with passion
- Show your human side - talk about mistakes you've made and the lessons you've learned
Your compelling story is the perfect start to your marketing communications folder.
Insert #2: Your Competition
This insert will explain why people should purchase from you instead of the competition. You will want to list out the advantages of your products and services as well as any unique approaches you take that make you stand apart.
Make this a single sided sheet and pick just three or four points to communicate.
Insert #3: Solving Problems
How are you are able to solve the business problems of your customers? This insert should tell the whole story.
I recommend you include the following.
- Set up the main problem or issue your customer faces
- Describe how your services are able to solve these issues
- Describe the steps needed to solve the problem
Insert #4: Product and Service Summary
In this insert, summarize your various product/services and list the benefits of each.
Make sure you discuss the benefits, not the features. This is an important distinction. Too many companies spend their time covering product features instead of focusing on the benefits to the customer.
Insert #5: Testimonials
This is the page that summarizes your best customer testimonials. Here are a few ideas for collecting customer testimonials.
1. Many customers may feel they don't have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval.
2. Ask customers to write you a testimonial on the spot. Provide them with a pen and a slip of paper. Satisfied customers will rarely refuse your request.
3. Suggest to the customer that they write your testimonial as if they were recommending you to a close personal friend.
Insert #6: The Informational Article
Write a short article on a topic that is important to your customer base. Include a web URL where they can view or download the entire article at no charge. By providing free and useful information, you will build on the trust and confidence you have already established.
These are the main components for a successful marketing folder. Check with your local print shop for two-pocket folders that have inserts for your business card. VistaPrint is a great resource for low-cost folders imprinted with your company logo.
Any time you have someone that expresses an interest in your products and services, mail or give them a copy of your folder. It's a powerful marketing communication strategy that will build trust, interest, and repeat business. - 16890
Insert #1: Your Story
Why did you start your business? How passionate are you about what you do? Your business story lets prospects know why you started your business and helps to share your passion.
Make your story as engaging and compelling as you can. Is is perfectly fine to write in a more personal and relaxed manner when you are sharing something about yourself. You want your story to create trust and confidence in your readers.
Below are a few points to help you craft the perfect compelling story.
- Be personal - Talk about the people you've touched in your business
- Make it emotional
- Make your story engaging and fun to read
- Tell your story with passion
- Show your human side - talk about mistakes you've made and the lessons you've learned
Your compelling story is the perfect start to your marketing communications folder.
Insert #2: Your Competition
This insert will explain why people should purchase from you instead of the competition. You will want to list out the advantages of your products and services as well as any unique approaches you take that make you stand apart.
Make this a single sided sheet and pick just three or four points to communicate.
Insert #3: Solving Problems
How are you are able to solve the business problems of your customers? This insert should tell the whole story.
I recommend you include the following.
- Set up the main problem or issue your customer faces
- Describe how your services are able to solve these issues
- Describe the steps needed to solve the problem
Insert #4: Product and Service Summary
In this insert, summarize your various product/services and list the benefits of each.
Make sure you discuss the benefits, not the features. This is an important distinction. Too many companies spend their time covering product features instead of focusing on the benefits to the customer.
Insert #5: Testimonials
This is the page that summarizes your best customer testimonials. Here are a few ideas for collecting customer testimonials.
1. Many customers may feel they don't have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval.
2. Ask customers to write you a testimonial on the spot. Provide them with a pen and a slip of paper. Satisfied customers will rarely refuse your request.
3. Suggest to the customer that they write your testimonial as if they were recommending you to a close personal friend.
Insert #6: The Informational Article
Write a short article on a topic that is important to your customer base. Include a web URL where they can view or download the entire article at no charge. By providing free and useful information, you will build on the trust and confidence you have already established.
These are the main components for a successful marketing folder. Check with your local print shop for two-pocket folders that have inserts for your business card. VistaPrint is a great resource for low-cost folders imprinted with your company logo.
Any time you have someone that expresses an interest in your products and services, mail or give them a copy of your folder. It's a powerful marketing communication strategy that will build trust, interest, and repeat business. - 16890
About the Author:
Corte Swearingen is the creator of the SmallBiz Marketing Strategy Website and publisher of the ebook 101 Marketing Tactics. He has been a direct marketer for nearly 20 years and is currently the Director of Marketing for Block and Company, a leading provider of money handling products and solutions.
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