4 Tips for More Effective Sales Literature

Your customers must have accurate and easy-to-access product information to make their purchasing decisions - whether for themselves, their families or their employer.  While some business owners and managers consider sales collateral, brochures and product fliers to be “old school,” the truth is that using printed materials can really set you apart in a crowded marketplace.  In a previous post, Siegel Says offered tips for compelling brochures that convert.   It’s time to go to the next level and learn some strategies for creating sales literature that engages your customers and convinces them to choose you over your competitors.

1. Know your Audience. The consumers you want to reach are bombarded with information every day. To cut through the clutter, your message needs to be more personally relevant to them, and you’ll need to do much more than just define the demographics of your target prospects. Find a way to observe customers as they interact with your company’s customer service and sales teams – ride along on sales visits, work the retail floor, or listen in on phone calls. Write down the questions customers ask and the answers that have the most positive impact. This will help you key in on the most important information to include in your sales literature.

2. Testimonials and Case Studies. The “voice of the customer” is much more compelling than anything your CEO, VP of Sales or Director of Marketing has to say. Research shows that testimonials from existing customers are one of the most powerful ways to influence new and prospective customers. In fact, 78 percent of Americans report that reviews influence their buying decisions. Showcase particularly meaningful testimonials by turning them into a full-fledged case study. Start by clearly stating your customer’s problems or objectives, then describe how your company’s solution created a successful outcome for them. Be specific and offer solid information that speaks to results – instead of saying revenue increased substantially, explicitly cite the percentage by which sales grew and over what time period.

3. Go “offline”. Ironically, technology makes it both easy and overwhelming for your prospective customers to find the information they need and want. While you’ll still use your website, social media and other digital means to communicate, don’t fall into the trap of assuming traditional printed materials are irrelevant. In fact, people will spend more time reading through printed information because it is less fatiguing on the eyes than a digital screen. In a survey commissioned by the non-profit organization Two Sides in June, 2017, 88 percent of respondents indicated that they understood, retained or used information better when they read print on paper as compared to 64 percent or less when reading on electronic devices.

4. Make Sales Literature Easily Accessible. Once you’ve invested time, effort and resources in creating brochures, product information sheets, newsletters and other sales collateral, you want to be sure it’s visible and within easy reach. Siegel Display offers a wide variety of literature displaysmagazine racks, and brochure holders for indoor and outdoor display purposes. Locate printed materials in high-traffic areas where customers are likely to see them. Use wall space, store countertops and reception rooms to full advantage with wall mounted magazine racks and countertop magazine holders. Prospects in any phase of researching a future purchase will benefit from the carefully crafted information you provide—an advantage that will win customers and drive growth for your company.

For all your display needs, find the perfect trade show supplies, retail displays, and sign holders for your business from Siegel Display. Contact us or shop now.