How Much Money are You Leaving on the Table?

If there is one thing most of you would agree on it's that few people have ever come across a situation made worse by having too much money. We all know in the business world more clients = more money.

In a study conducted by Dartnell and McGraw Hill the following statistics were discovered.

80% of all sales are made only after 5 or more contacts.

48% of all salespeople give up after the first contact.

25% give up after the 2nd contact.

17% give up after the 3rd or 4th contact.

This study indicated that 90% of the salespeople give up before 80% of the sales are ever made!

Are you part of the 90%, or are you one of the persistent 10% who end up getting the sale? Our company brochure has helped keep us in the 10 percent category. Here are five tips to help you create a dynamic brochure for your business.

It goes without saying that your brochure should look professional, but here are five more keys to a client-capturing brochure.

1. Your brand should be front and center. What is a brand anyway? A brand is a logo, slogan, or other means of communication that identifies your business. Can you guess what the brand is of Allstate Insurance or McDonalds? I bet you immediately thought of "good hands" and "golden arches" didn't you? That is the power of a brand, and it should be communicated on all your company's business cards, stationery, and brochures.

2. Your Unique Selling Position (USP) should be stated clearly on your brochure. Why would someone hire you versus your competitor? This may require some research, but it is time well spent. Your USP will be communicated throughout all your marketing materials. It will clearly tell your prospective customers what skills, services, and/or products you have to offer and how they are better than your competitors.

3. Use compelling headlines and subheads. All of your headlines and subheads should strike an emotional chord with your target audience. Here are a couple of examples. Which one would compel you to take action?

Let us help you. - or - Let us work our magic!

How about:

This is something you really need. - or - This is absolutely essential to your success.

Enough said...

4. Client testimonials are a must in a successful brochure. They give you credibility to prospective customers; let them know how you have served others, and how you can serve their needs.

5. A clear call to action is critical. What do you want your prospective customers to do? Do you want them to call you TODAY? Do you want them to visit your website first, so they know what you have to offer? Be sure and tell them what the next step should be - and make it big, bold, and front and center!

We have been using a brochure in marketing our construction business for several years. Clients have called who kept that brochure for over two years before they were ready to meet with us. Second only to referrals, it has been the most powerful marketing tool we have utilized.