Part of Seth Godin's post today revolves around your brochure. It's got problems, says Seth:
At its best, a brochure is begging for someone to judge you. It says, "assume that because we could hire really good printers and photographers and designers and writers, we are talented [surgeons, real estate developers, whatever]" And more often than not, people do just that.
At its worst, a brochure solves a prospect's problem (the problem of: what should I do about this opportunity?) by giving them an easy way to say "no." "No," she thinks, "I don't need to talk with you... I've reviewed the brochure."
YES! Home Run, Seth! THAT'S the problem with your typical sales brochure...you think its a tool for you to use to get a sale. Your prospect sees it as a convenient tool to get out of a sale.
This is why I read Seth Godin's blog every day.
» Your Brochure Is a Potential Sales Lead? Yeah, Right. from TopLeadGenerators
Ask yourself this question: When was the last time you heard a new customer say, "We were sold once we saw your brochure." Or, "You're getting this deal because of your kick-butt brochure." Admit...you never have heard t... [Read More]
Tracked on: March 22, 2006 8:54 PM | Permalink to Trackback