The Marketing Agency Talk

Some companies felt that direct response marketing or direct marketing is more effective than above-the-line advertising. In fact, we see an increase of business from below-the-line over the recent years. A client recently asked us over coffee how a powerful brochure is created. That was an intelligent question and I’m surprise that we were seldom challenged with such query. We gave her 4 pointers:

1. Overall Impression

The overall look and feel is important. A strong and positive first impression counts a lot. Words, pictures, Colors, fonts, tones, etc will determine how well, and how long, your brochure will captivate the target audience’s attention. This doesn’t mean inviting (loud, bright, trend-of-the-month) colors and showy picture, in fact, they can back lashed if used wrongly. A simple black and white job might do the trick too. You don’t have to resort to using words that scare or threaten people to take action.  The scarcity approach may actually alienate you to your niche. Ask yourself: Who are you? What does your company represent? What benefits did your product/service offers? It’s all about giving a face to the body. It’s about building a brand that is uniquely you and no one else.

If you have an elevator speech to sell yourself, just imagine what you can do on your brochure will be a good start.

2. Headline and Copy

You need attention-grabbing headline to grab attention. 80% of the people read the headline and only decide thereafter if to read the fine print. So provide a promise or a solution in a headline is paramount important. Keep your body copy easy to read and understand. Reveal just enough to whet their appetite to want to know more. Give your target audience a reason to contact you for more information.

Also, write the way your target audience can appreciate. If you sell kids’ products and your target audience are the mamas. Well, remember to tug the heart strings of the mamas. If you use man talk, the mummies will stare at you with blank looks. This is something that many marketers (and even copywriters) missed.

Of course, stay with the facts and the truth. If you cry wolves, you will be in deep trouble. Once your credibility is shattered, it will takes lots of effort to re-establish … if at all.

3. Demonstrate trust and credibility

You don’t know your buyers and your buyers don’t know you personally. Yet you want them to buy from you. People don’t buy from stranger. So begin by introducing yourself and how you can better their life with your product/service. In short, establish a relationship using words and pictures. Never sell features, always convince with benefits. Be careful with your tone of voice as you don’t want your sales copy to be seen as too good to be true. Where appropriate, put one or a few testimonials from satisfied clients. Alls these would makes more credibility. People often want what other people want, people would also trust whom other people trust.

Sell yourself in a positive manner but don’t lie. Your customers are often smarter than you give them credit for.

4. Omnipresence

You are always available. Whether your clients prefer to contact you via phone, email, fax or even snail mail, the salient informations are all there. You must be seen with an open door, ready to welcome all prospects and clients. Give them all the options needed to contact you. I have been surprise too often when I picked up a direct mailer with web and email contacts but not a phone number. Sometimes, I prefer to talk to humans and not machines.

That’s all for now, folks. Let me know if you got other tips to share.

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