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
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?
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.
- Talk about the customers you have affected
- Make it emotional
- Make your story engaging and fun to read
- Tell your story with passion
- Be forthcoming about your past mistakes
Your business story is a great start to your folder.
Insert #2: Competitors
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.
I recommend making this a single sheet and pick just a few critical points to communicate.
Insert #3: Solving Problems
What’s your past history of solving customer problems in an efficient way? This insert should describe your past success as a problem solver.
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
- Show a step-by-step method of alleviating the customer’s problems
Insert #4: Product and Service Summary
In this insert, summarize your various product/services and list the benefits of each.
Describe your product’s benefits. Many people spend too much time discussing various product features. Your customers are interested im learning how your company can solve their business issues.
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. 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. Ask the customer to write the testimonial as if they were recommending you to a business friend. This will make it more compelling.
Insert #6: The Informational Sheet
Write a one-page article summary on a topic of interest to your target market. If possible, include a web URL so that interested prospects can go online to read the full-length version. Providing free information like this goes a long way in building trust.
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.
Make sure you give out your folder to anyone that expresses interest in your products and services. It’s a great marketing strategy that goes a long way in building trust and converting prospects to customers.
Corte Swearingen is the creator of the Small Business Marketing Website and publisher of the free ebook 101 Marketing Strategies to Grow Your Business. 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.