Many business owners have been sold on the notion that they need a tri-fold brochure or they are not really in business. I’m telling you right now, forget it...everybody's got one and no one uses it.

Your potential clients need an education. They need to know how you are different. (The typical tri-fold brochure simply confirms that you are the same.)

No single brochure can grab your prospect’s attention, hold it, and demonstrate how you are uniquely qualified to solve their greatest challenges.

If your marketing materials are to do as stated above then they must go much deeper than you may be used to seeing. Your prospects believe that your firm is pretty much like any other firm that does what you do. On the surface they are right. If you are an electrical contractor, you probably do wire a ceiling fan the same way every other electrician does. The difference though is in the way you provide the service, the experience, the way you communicate, your professionalism, your training, your 27-point safety checklist, your story.

That’s the stuff they need to hear about. That’s the stuff that will make them say, “This is someone I can trust coming into my home.”

Your business should create the following pieces of information and format them in a way that will allow you to print them inexpensively and update them often.

Logo Design - One of the most important reasons to have a logo designed in the first place is to promote brand recognition and awareness. You want your customer and your potential client to remember you and recognize your product wherever he may see it. Current statistics indicate that the average child can recognize and identify over 85 corporate images, but only a handful of species of birds. The first half of that equation is the result of many successful advertising campaigns and some fine logos. Another important reason to have an excellent logo design is to raise the impact of all your Marketing Materials. A professional, eye catching logo immediately establishes an impact and the perception of a higher level of credibility.

Business Card – Your business card should be legible, informative, attractive, and memorable, and reflect your unique business identity and purpose. Is your card poorly designed, hard to read, or just plain boring? Has it been a while since you’ve handed one out?

Your business card, first and foremost, must be legible, with easy-to-read fonts in a size large enough (not less than 10-point) for the "bifocal crowd" to read. When designating your contact information, include your fax number, email address and web URL, if appropriate. However, be careful about overcrowding your card, which is the most common mistake people make. The truly essential information is your name, company name, and your phone number (which should be in bold text, if there are other numbers on the card.)

Many of the other attention-getting ways to put your business card to work, too, begin at the design stage. This is where you can add color, modify the shape, print on the back of the card and use humor to make your cards more memorable.

Ask us about about printing vertically, adding a photo of you (or your product), or printing complementary information on the back of your card (your USP, guarantee, a testimonial or two, meeting times/locations, et cetera).

A very effective strategy is to use fold-over cards to create mini-brochures. You put your customary contact information on the front and back of the folded card, and use the inside to describe your products and primary benefits.

A pocket folder - A multi-use workhorse, this piece alone, if designed well, can send the message that you are in business to stay. (This one will cost a little but it has many uses and really impresses your prospects.

A template - This should be a professionally printed piece that carries your logo and contact information but is different than your letterhead. This is the base piece then for the following pages that insert into your pocket folder.

+ An executive summary - Hit them with how you are different and shower them with benefits of doing business with you. Don't tell them what you do. This is where you will communicate your core marketing messages. If you have an unheard of guarantee, if you are faster, smarter, cheaper…let’s hear about it on this page.

+ A list of services - Okay, now tell them what you do or what you offer. You may even need to create a sheet for each of your services or different service areas.

+ Case Studies - Pick representative clients or industries and outline how your product or service solved someone else's challenge. People learn in different ways and case studies allow them to see themselves getting relief.

+ Testimonials - Get quotes from real live clients and create a page titled - "See what others have to say about us."

+ Process Description - Show them how you do what you do. Create detailed checklist and flow charts that show them how you keep your promise. In many cases you have these anyway but by making them part of your marketing you can demonstrate how much more professional your organization is. These also help you justify why you charge a premium for your services. Many people underestimate how much really goes into delivering a quality product or service. So show them.

+ Your Story - Many companies have interesting or even gut wrenching histories. Tell them your story in an open, honest, and entertaining way and you will win their hearts as well as their heads.

All of the above pieces can, in many cases, be word-processed files that are laser printed onto the template I described above, slipped into the custom printed pocket folder and you have a powerhouse of a Marketing Package.

This format allows for very inexpensive printing and a great deal of flexibility when you need to update, change or even personalize your magnificent marketing materials.

Call us for a complimentary consultation 631-765-9797 or Email