How to Build a Compelling Marketing Communications Folder

What do you give your prospects after they’ve expressed an interest in your products or services? Most small business owners simply pass out a single sales brochure. It’s much more effective to present a complete folder of information that works to further build trust and confidence. This article discusses the inserts I recommend you include in your marketing folder.

Insert #1: The Compelling Story

Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you’re not able to convey your own business passion?

The Compelling Story is just that – a short 1-page info sheet on just why you created your business. The story must be personal, engaging, and fun to read. If you can make an emotional connection with the reader, you’ll quickly build trust and confidence with your prospects.

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

– If possible, appeal to the emotions

– Make your story 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: The Competition

The purpose of this insert is to summarize why people should buy from you as opposed to your competition. Summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field.

Again, make this a single sided sheet and pick just three or four points to communicate.

Insert #3: The Problem Solver

How are you are able to solve the business problems of your customers? This insert should tell the whole story.

Here’s what I suggest you include in this single-page insert.

– Define the main problems of your target market

– Describe how your product or service solves those problems

– 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: The Testimonial Page

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. After completing a successful transaction with a customer, ask them for a quick testimonial. Have them write a few sentences down on a piece of paper. It will only take a minute and they will rarely refuse if you have provided value.

3. To create more powerful copy, ask your customers to write the testimonial as if they were recommending you to a 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.

So there you have it – all the main components of a strong marketing communications folder. You can purchase a pocket folder with your logo and tag line printed on the front from your local print shop or a service such as VistaPrint. I recommend purchasing folders that have slots on one of the inside pockets for your business card.

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.

Broaden Up Your Business Scope With Good Marketing Communications

No one in the business arena can argue about the prominent character that good marketing communications portray in every achievement that a company can get. There would be no true and lasting success when a company neglects this particular area of importance. Tools as they are, they may cost you a remarkable amount of money. But when properly guided, they can help empower your brand so it will work towards meeting your business goals. They may help boost your company’s productivity and establish its roots.

People may have known about your company’s existence for a long time now. But they may have known only a little about your brand or your products and services. As a person whose company is on your shoulder you know that your company lives until now and will continue to make a difference in the future because you are convinced that you have got so many things to offer. And you want that people will come to know your brand, believe of its benefits, and have their lives transformed for the better through it.

Transmitting your thoughts to your clients and those who you would want to reach for your brand requires that you use certain forms of good marketing communications, the ones that have been tested and proven to bring positive results. And they include a variety of things because there are not only few but many ways that you can send the message to people regarding your brand. Yes, ways to communicate your message are almost limitless. But they serve the same purpose and are geared towards accomplishing the same things; for your brand to have a strategic place in the market and in the hearts and minds of the people, influence their will and emotions, and stir up their loyalty to your brand.

Good marketing communications may appear in different styles and approaches and can be delivered through an assortment of mediums such as radio, TV, print, Internet, mobile, and many more. One particular style may work effectively when used to a certain group of people. For example; audio advertisements through radio and mobile promos through telecommunications network may work well with people who are always on the go like business executives, medical representatives, marketing agents, and others. While on the other hand, TV commercials and print ads may work best for those whose lives and works are fixed at one place.

Communications through prints can be brochures through which you can give your clients fresh updates of your latest products and discounted sales offers. When items and the corresponding offers are eye-catching, they may accomplish your purpose of getting more sales. Brochures can be placed at some strategic locations in the malls, hotel lobbies, school campuses, and other places which are frequented by people, or they can be sent through email as e-books or e-brochures. Communications through the Internet can be through sponsorship banners that can be placed at major search engines and websites that when clicked will lead your target clients to your official website where they can get to know about you and your brand.

As mentioned earlier, there a variety of ways so you can send your messages to your desired audience. So broaden up your mind and expand your marketing horizon with good marketing communications.

Key Messages – A Key in Marketing Communications

If you’ve started up a business or are looking to revamp one there are a million things you need to do. When it comes to your marketing communications, however, there’s one task that should be one of the first on your list, and that’s the development of key messages.

Key messages are often called unique selling propositions and key points of difference and the reason your business needs them is simple: To highlight to potential customers why they should be using your business.

So how do you start to develop your key messages?

One of the first things you should do is to think about the image you want to portray to your target audience. How do you want clients to view your business? Do you want to be known for discounted prices, for excellent service, for fast delivery, for high quality products, etc. etc.? There are way too many possibilities to include in this article but it’s a good idea to list everything that is relevant to you and your business.

When you are developing your image list – and indeed your messages – it’s important you be honest. If the image and key messages you develop is not matched by your business, the products or services you sell and your staff, customers will notice. And they’ll most likely share their insights with family, friends and social media connections.

After you’ve made your list of the how you want customers to perceive your business, developing your key messages is relatively simple. If you want your accommodation business to be portrayed as one that provides great service, a message might be: “Our staff will bend over backwards to make your stay a comfortable and memorable one”. If you’re a retail store that sells cheap products, a message might be: “We have discounts on your discounts!”

When you’re developing your key messages remember these short bits of information will form a significant part of your communications with clients. So, be anything but boring. Consider your target customer and write messages that are engaging, interesting and informative.

Once you have developed your key messages, use them: In brochures, on your website, on business stationery and any other marketing communications you produce. In fact, you can also use them when greeting customers and in networking opportunities.

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