So, what do you do and how do I remember you?

Turn your brochure into a powerful marketing tool, not just filler for the recycling bin

You’re dressed for success and ready to make your daily sales calls, but will they remember you when you leave…

You just finished a phone call with a prospective client, your script was perfect, your voice did not crack, and they want more information…

You’re headed to a tradeshow where your company is going to “wow” the industry with your product…

Brochures can be a powerful sales tool, but only if the reader reads them. Is it powerful enough to grab your reader’s attention? Does it show your audience the benefit of your company at a glance?

Nearly all companies have a brochure, or some piece of literature that explains what the company does, the benefits of working with them and how to contact them.

The copy was written with extreme care, proof read for spelling and grammar by everyone, and then almost no attention is given to the presentation. Maybe the secretary formatted the copy with some clip art in Publisher in-between tasks of a hectic day, or the print shop used a template layout for a “quick fix”. You just lost the most powerful impression you can make with any brochure—the first impression.

The design and layout of your brochure is just as important as the suit you wear to a meeting with a new client, and the tone of your voice on the phone. The graphics should interest the reader in your content, the layout will guide them across the flow of text, and the use of fonts will highlight important text for quick reference.

Look at your current brochure. Does the cover prompt the reader to turn the page and read more? If they went that far, does the interior layout guide them through the text or do their eyes jump across the pages wondering what to read first? If you have a strong layout, have you used fonts that point out important information, or did you use too many bolds, too many type faces, and too many colors?

When it comes down to the final decision of fonts, graphics and layout, many companies seek a professional designer to make those choices for them. Designers have years of experience and training required to communicate your message graphically and get to it noticed.

When presented with a proof from your designer, or working on your own design, look for the following points in your design and layout. They are simple, yet powerful items that will solidify the design and help it become a marketing tool rather than filler for the recycling bin.

The use of clip art should be avoided where possible. If clip art is used due to budget constraints, the images are relevant and customized in some way.
Graphic placement compliments the text within the layout. Avoid using images as block filler and integrate them with the content
The layout allows for the use of graphics to emphasize the content and provides interest to the reader.
White space is used, providing visual breaks in content topics and guiding the reader’s eye across the page
Do not reverse small text out of dark backgrounds as it becomes hard to read.
No more than two font families are used in the entire piece. Try using a sans serif font for headlines and subheads and a serif font for body copy.
Script fonts are used sparingly and never as body copy.
Colors in the design compliment the company image. Colors in text are consistent and used sparingly.

Written by: Kandra Churchwell, Creative Director of Phases Design Studio—www.designfiles.net

Top of Mind Awareness (TOMA)

Do people remember who you are when it is time to refer a prospect or do business with your company?

You’ve met a great potential referral source—a “power partner” who can provide you with referrals. You are excited this could be a great relationship.

You met someone at a networking event that could be a customer. You had a one-on-one meeting with them—they are definitely interested in your products or services when the need arises.

You both had good intentions, the meeting went well, but with their busy schedule and meeting many other people, they forgot about you. Top of Mind Awareness (TOMA) could have prevented this from happening.

What is TOMA? It is simply this—when someone thinks of a certain type of company (i.e. your product or service), what is the first business name that pops into their mind? For example, when you think about how you will ship your next package, what is the first business that comes to mind—UPS, FEDEX, USPS?

So how do you stay top of mind after that one-on-one? Some simple methods include asking them if they want to be on your newsletter or promotion mailing list, sending them a holiday greeting card, checking in with a call or email to see if they have any needs, referring customers to them, or if you read about them in an article, congratulate them.

Simply do not lose contact with them. Be genuine and sincere. People do business with people they like, trust and remember

For more on TOMA, contact CreativeXchange Marketing. 303.981.1541

How to deal with angry customers

In each issue of Marketing for Success we discuss the importance of earning good word of mouth advertising by delivering exceptional customer service. Each month we look at one new area customer service can be improved.

This month dealing with angry customers is the topic. No one has a perfect record with their customers. Misunderstandings can occur or employees may make a mistake. Sometimes customers can become angry. Knowing how to deal with the angry customer is a skill and can be a marketing tool.

Consider this, customers tend to “mirror” the emotional state of the speaker—you. It is hard to let someone have it who is being very nice to you.

When you have an upset customer there are two things they need: 1) they need to express their feelings and then 2) they need their problem solved.

The customer may vent at the first person they encounter or “get their hands on”. If you avoid listening to the customer’s feelings or disregard them, this never works. Simply listen – don’t interrupt. If the person is there in front of you, nod your head frequently, say “uh –huh” and maintain eye contact. Don’t take what they are saying personally – let it roll off your back.

Let’s look at some simple steps to calm the angry customer:

Listen – let them tell their story (let them vent and don’t interrupt). Don’t take it personal and never view the customer as an opponent.
Empathize – use empathy statements (I’m sorry this happened to you, I understand how frustrating this must be, I can see why you are so upset about this).
Apologize & Respond professionally – be sincere in your tone of voice.
Ask questions – get other information you need.
Summarize – clarify your understanding by checking the facts.
Give Solutions – come to an agreement.
Follow up – make sure there is a follow up step to any solution.

This is just a sampling of tips for dealing with angry customers. Next month we will look at non-verbal communications skills—body language.

For more information on the VOICE Customer Service Training workshops, contact Beth Boen at 303-981-1541.

Call or email us today for a free consultation

Table of contents:

So, what do you do and how do I remember you?

Top of Mind Awareness (TOMA)

How to deal with angry customers