How to create sales literature that will maximise your sales leads at the show?
The exhibition handout (product literature) for a lot of companies attending an exhibition can be a bit of an after thought. Far too many brochures aren't worth much more than the paper they're printed on. A well written and designed brochure can be effectively another salesman for your stand. So how do you make your brochure more effective? If you already have a brochure go grab a copy and flick through it and ask yourself:
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Does your brochure reflect the theme of your exhibition stand?
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Does your brochure clearly differentiate you from the competition?
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Does it explain the benefits to the customer or does it go on about we do this we do that we're the greatest?
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Does your brochure ask for a clear commitment from the prospect?
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Does it grab the readers interest and is every page used effectively?
If you have answered no to any of the above questions then your brochure could be costing you more sales than you think.
To make your brochure a success at the show you must consider the following points:
What function will the brochure have on the stand?
To promote the company?
To sell a particular product or service? How will the brochure support your proposition and assist you and your team?
What is the overall objective of the brochure?
To generate requests for a case study report or educational information?
To generate sales leads that conclude with face-to-face contact such as a free audit or demonstration?
Your brochure must make the reader some kind of compelling offer that motivates further action.
Your brochure must differentiate you from the competition. It must clearly communicate your advantage the prospect can expect from dealing with your company.Make sure your advantage is measurable and specific.
Provide proof by making use of third party testimonials that detail the problem and solutions and results your customers have enjoyed by using your company. A good testimonial is an effective way of encouraging action. Also include performance statistics and case studies to verify points.Use exact figures and not general statements.
| If you'd like to learn how to turn your exhibition sales literature into a far more powerful marketing tool that convinces prospects of your expertise, and generates maximum number of enquiries, take advantage of this free, no obligation special offer... Send me your brochure and I will assess its sales effectiveness against my benchmarking review, and I'll let you see where it is falling short of marketing power. I'll also let you have my recommendations on how to transform it into a silent workhorse that will deliver prime prospects well after your show has finished. There's no obligation, and no cost to you. I know when you see the big improvements in sales results your new brochure will deliver, a number of you will come back and want me to work with you on other projects. That is all I ask for giving you my time. |
Here's what you do next email your literature example to me mark@tgacreative.co.uk or send it in the post marked for my attention at the address at the bottom of this email. I will endevour to send back our benchmark analysis and recommendations within one week. The anaysis will show you exactly what changes to make to turn your exhibition sales literature into a far more effective salesman in print that will drive a flood of new enquiries into your business.
The only small catch is that I dont have unlimited time and can complete only 10 benchmark reviews and recommendations by the end of this month. So it will be first come first served.