Marketing Materials
Done well, marketing can eliminate the need to sell. In fact, people like to be sold anything, but they do love to buy. Your marketing materials can do the job of selling if you focus on creating a set of materials that provides an education for potential customers – an education that compels them to buy.
Most small business owners can’t really articulate why someone should buy from them. The result is copycat marketing at its worst. Lacking a compelling argument, many small business owners attempt to fill brochures with nice sound bites or product descriptions. This type of marketing, typically housed in the tri-fold brochure, does little to help you stand out in a crowd, let alone educate.
Brochures, networking cards, flyers and mailers all have an important place in the marketing story, but primarily as a way to help tell a fully developed, educationally based, marketing case.
