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#6 Pull-Power: Without It, It's All Waste
How much Pull-Power do your marketing materials have? Take that gorgeous new brochure you spent a fortune to have professionally designed, then another fortune to print. How many of the prospects you gave it to actually looked at it, much less read and absorbed the message?
Or, perhaps you went the route of designing it yourself or at least writing the copy. You know what you want to sell, so who better to create the tools to sell it. Right? Probably not, but at least you didn't spend a lot of money on design. But what about the cost of printing or the cost of the lost opportunity?
FACT: The most beautiful marketing or advertising piece in the world doesn't sell diddly.
FACT: Photos and fancy graphics don't sell anything, either, except, possibly, video games.
FACT: What actually pulls the interest is the message.
In order to have marketing materials that are functional sales tools, that provide a needed visual support to a presentation or even substitute for a personal presentation, that at the very least arouse the curiosity of your prospects, you have to remember three very important things:
Most small businesses think the most important thing on their materials in their business or product name. But take a look at your own mail. How much time do you take sifting junk from what you really want to peruse carefully? The average is less than 2 seconds. If the only thing you notice is a name or a logo, do you really bother to look further? Probably not. As a matter of fact, in most cases, your company name should come last - not first.
So, is there a formula for ensuring that all your prospects will open, keep, or read your marketing materials? Sadly, no. But there are some guidelines you can follow that will increase the probability thereof:
If you want your name to stick with a prospect, you have to get them to focus on you, first. If you arouse their interest, they will look for the name and remember it. That's the job of a marketing piece. When it works, that's Pull-Power!
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