Does Your Marketing Collateral Sell?

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What Can I Do to Improve my Marketing Collateral?

Does Your Marketing Collateral Sell?

You may have invested thousands of dollars in marketing brochures, web copy and flyers, but if it doesn't hit a chord with your audience, you won't get sales. How can you write marketing copy that compels readers to buy your products? Read on.

Address a Benefit: Everyone wants to know “what's in it for me?” If your collateral doesn't list the benefits of your products, the reader doesn't need them. If you sell fat free chocolate, don't just call it “great tasting.” Tell the reader that it offers the same great taste as traditional chocolate, but keeps the pounds off your hips!

Call to Action: You have a pretty flyer advertising a great product. Now what? If you don't have a call to action, your reader won't take any action other than to throw your flyer in the trash. Include sentences like “Call now!” or “Visit our showroom today!” to stimulate the reader into movement.

Sense of Urgency: If you make the reader feel like you're offering a limited opportunity, you'll get better feedback. You've seen the TV infomercials that say “if you call within the next five minutes, we'll cut the price in half!” You feel like in order to get the best deal, you had better act now.



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Carma Spence-Pothitt