What does your sales collateral say about you?
Sales Collateral = Flyers, cards, price lists, leaflets, brochures, promotional items.
This is the bit where I lose friends, sorry, but you need to look at what you are handing out!
We’ve been loading info bags with leaflets and cards for about 10 years now and most of them are a fair reflection of the business they represent, but some are just embarrassing. Before I go into specifics though, lets just touch on the main points.
Passive advertising - this is stuff like Facebook, billboards, business cards and handouts, you plan to get as many out there as you can and hope that 0.1% will return a booking, but only after...
Active advertising, this where a potential client has come to you, possibly as a result of the flyers and needs more information and a better understanding of what you do - a website is more active that facebook a brochure or a glossy double sided bifold menu is active and
Information. Price lists , detailed service guides etc.
For the sake of this article, my only interest is the passive handout, the one designed to catch the eye and invite the reader to desire more information.
- Handed out on its own, you can get away with most things, cheaper paper (but not too cheap), a simple clip art graphic, a few sample prices.
- Handed out in the company of many other flyers, however, you need to avoid filling up the bins with your “tat”
Quality - The importance of Paper quality is inversely proportionate to the size of the document, so thin paper on an A6 flyer will look and feel utter rubbish compared to the same paper used in a bifold brochure, it’s the overall weight that has more bearing. If all your competitors are using smart folded A4 handouts and yours is a tidy tiny A6 on flimsy paper, well what are you telling your potential customers about your business?
Language - Grammar is important, most of us will speak differently to how we should write. Classic traps like “Could of” and overuse of hyperbole identify you to many clients as an idiot. What on earth is a “wow moment” anyway, the bride falling headlong into the church font is about it. Avoid local sayings and use BBC English, if you can’t imagine Trevor McDonald saying it, don’t use it, it you CAN imagine the one-star burger flipper at McDonalds using it, bin it!
Be clear about what you do - Big fails on this front have included “Lifestyle photography” (what on earth is that?) and “Wedding flowers and venue specialist” a florist?? a hotel owner?? a food critic? and a “Dream enabler”! (vodka then)
Be positive - you are talking to brides who want a big happy special day, I’ve seen a few awful examples of “your wedding will be terrible, you need me there!!” negative advertising, it kills the message stone dead - read the following two sentences
- Weddings can be boring places with lots of awkward moments where people generally feel uncomfortable, a juggler will make it better.
- A Juggler is a great way to break the ice at weddings, adding interest, bringing the quests together and getting the laughter flowing.
Ok - we all know a Juggler is a nice to have (erm... possibly) but no one is going to book anyone who thinks weddings are always lacking in some way.
Spelling - this is my sin! The problem is, none of us can proof read our own work because we know what it’s supposed to say. Print it and ask someone to proof read it with the TV off. Then rewrite it, and do it again. Don’t depend on the spelling checker because it sees two, to and too as all being correct.
Never Stretch a photo or a font. They look awful and distract the reader
Professional email addresses - never end in Hotmail.co.uk if you own “weddingposy” dot com your email address should be in that domain
Make it easy to contact you and find you - OK, Handmade_Chocolates_for_weddings.moonspace.wix/becky12435.com is so much easier to tell everyone than the £2.99 per year Beckychock.co.uk isn’t it? Still have the big long one for SEO, just divert the short one to it.
So NEXT YEAR we're going to be even better, right?
Print costs are at an all time low, sales collateral is dog cheap
NEXT WEEK we are all going to be better.