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Millions of dollars are spent annually on creating and sending brochures
and cover letters. Most of these dollars are wasted, because these
marketing materials don't do what they're supposed to do: get a prospect to
act, either by requesting further information, picking up the phone and
making an appointment, or actually buying something. These are the sole
purposes of marketing documents.
If the brochure and cover letter you create don't do one of these three
things, they have failed. Completely. Which brings us to the first rule of
this game: the brochure and cover letter you produce must have a purpose.
And since the only real purpose of any marketing document is motivating
immediate prospect action, the purpose of what you create can only be one
of the three things above.
Your brochure and cover letter exist either to:
. get the prospect to request more information;
. call up and arrange an appointment, or
. buy something, by either filling in an order coupon, or walking into your
establishment.
Prominently post the purpose you have selected before you write your
brochure and cover letter. Everything you put into this brochure, this
cover letter must work towards achieving this single objective. Nothing
else must be allowed in.
The truth is, when most marketers create their brochures and cover letter
they get off the track. They forget what they're doing... and why. Don't be
one of them. There's a very easy trick to seeing if your brochure and cover
letter are correct: after you write each sentence, ask yourself if it's
helping achieve your overriding objective. If it isn't, it's wrong. And
that's a fact.
Focus On The Prospect, Not Yourself
Everybody supposedly knows that all marketing documents ought to be about
your prospect, not about you. Sadly, the vast majority of brochures and
cover letters fail to achieve this objective. Take a brochure I received in
today's mail: on the mailing panel it simply says, "Instrument Calibration
and Repair. Calibration: Standardizing a measuring instrument." That's it.
Now, I ask you: are these words about the sender, or about the recipient?
It's obvious, isn't it! Lines that are about the marketer rightly elicit
this response: "So what!" "Instrument Calibration and Repair". So what!
What does this have to do with me, your prospect?
Lines that are about the prospect, the most important person in every
brochure and cover letter, get this response: "Aha!" The prospect is
interested in knowing one thing and one thing only about you: "What can you
do for me?" And when that question is answered, he's interested in these
questions: "When can you do it?" And "How much will it cost me"?
When you're writing a brochure, do this simple test. Read each sentence and
ask yourself if it's about you or your prospect. If it's about you the
sentence will feel incomplete, because it won't have the persuasive
information the prospect wants. No wonder! Your prospect is saying, "So
what?" to it. But if the sentence is focused on your prospect, offers him
honest, believable benefits, and motivates him to take immediate action,
it's finished.
Doing Your Homework
The big reason most people's brochures and cover letters fail is because
their creators don't do any homework before writing them. Most people hate
writing; their objective is to get it out of the way as quickly as
possible, right or wrong. But not your savvy marketer! He may hate writing
as much as the next person, but he never loses sight of his objective: that
each marketing piece will either make him a profit, or be a dead loss. And
that if he's to achieve the former, he needs to get other people, his
prospects, to act... NOW! Homework helps achieve his objective.
What You Have To Know Before You Write
The first thing you've got to know before you can successfully create any
brochure or cover letter is who you're talking to. The best marketing
documents, even if millions are sent out, are conversations between two
people... you and just one prospect. You have to know who this prospect is
and have to understand what he wants, when he wants it, why he might not
take action to acquire it, and how much he can afford to pay for it. All
these points must be dealt with in your marketing materials.
Without a doubt, one of the greatest single reasons why marketing
communications fail to get people to take action is because those people
don't feel that what they're being asked to consider has anything to do
with them... it doesn't speak to them about what's important to them and,
therefore, doesn't motivate them to take immediate action. In marketing,
this is disastrous.
Hint: don't create brochures and cover letters for a mass. Create them for
a single perso ...
Author: Dr. Jeffrey Lant
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About Quilting Do you have bunches of leftover fabric from other projects? Do you like scrap quilts? If you answered yes, a string quilt might be a perfect next project for you. To make a string quilt, strips are sewn freehand-style onto foundations. You don't have to fuss over strip width, seam allowances or worry that strips don't "match." You can configure the strips in any way -- make square blocks or cut pieces into other patchwork shapes. If you don't have leftover fabric, no problem, lots of quilters cut new yardage into strings just so they can make one of these lovely quilts. String Quilts Gallery String Quilt by Momof11 Pictures of String Quilts originally appeared on About.com Quilting on Sunday, September 5th, 2010 at 11:39:18. Permalink | Comment | Email this Milky Way Quilt Pattern I'm not inserting an image of the Milky Way quilt for a couple of reasons. It's difficult to see the design as a small thumbnail, plus I've included two very different color and color value arrangements within the pattern, and don't have room to display both. Milky Way is one of many quilt blocks based on the traditional Friendship Star design, but Milky Way's unique alternating stars won't emerge when blocks are simply sewn side-by-side. The method used to make them appear is easy though, and it's simple to create all sorts of layouts, from subtle to dramatic. Related Quilt Patterns Milky Way Quilt Pattern originally appeared on About.com Quilting on Wednesday, September 1st, 2010 at 13:48:57. Permalink | Comment | Email this Thirties Pinwheel-in-a-Square Block This thirties-era Pinwheel-in-a-Square quilt block finishes at 12" x 12", large enough for the wonderful reproduction fabrics to make a bold statement. Of course, if you aren't into fabrics from this area, simply choose another theme for your quilt blocks. The design works well with any fabrics. Janet Wickell Thirties Pinwheel-in-a-Square Block originally appeared on About.com Quilting on Monday, August 30th, 2010 at 07:00:57. Permalink | Comment | Email this Woven Baskets Quilt & Quilt Block Pattern I've had several emails from readers looking for basket quilt and quilt block patterns. So here's something new, a Woven Basket pattern. Use the pattern to make Woven Baskets quilt blocks. Page 4 of the pattern includes yardages and cutting to help you make a 61" square wallhanging, but you can customize the size and layout to suit your needs. Like other basket blocks, Woven Baskets works perfectly with either scrappy or organized fabrics. Janet Wickell Woven Baskets Quilt & Quilt Block Pattern originally appeared on About.com Quilting on Wednesday, August 25th, 2010 at 09:23:02. Permalink | Comment | Email this Improved Four Patch Quilt Block & Quilt Pattern The Improved Four Patch quilt block is made up of a four patch central unit set on point, and then surrounded by triangles. It's an easy patchwork quilt block that's suitable for quilters of every skill level, even beginners. The block finishes at 11-1/4-inches square, and you'll find instructions and fabric requirements for single blocks and for an entire quilt. Improved Four Patch Quilt Block & Quilt Pattern originally appeared on About.com Quilting on Saturday, August 21st, 2010 at 05:57:31. Permalink | Comment | Email this Navajo Quilt Block Pattern The traditional Navajo patchwork quilt block makes a wonderful scrap quilt. Mix-up its colors, adding anything that reminds you of the western United States (or throw out tradition and choose an entirely different palette). Navajo is a block with a ready-made on-point appearance -- created by sewing corner squares to each patchwork center. Sew the blocks side by side, or put them into columns and separate the columns with colorful strips of fabric. Janet Wickell Navajo Quilt Block Pattern originally appeared on About.com Quilting on Wednesday, August 18th, 2010 at 10:07:32. Permalink | Comment | Email this Write About Machine Quilting for Us I'm excited to finally announce that we're looking for a contributing writer (CW for short) for the Quilting site. CWs are part of a new program at About.com, one that's helping Guides fill-in areas of specialized content, in this case someone to write about Machine Quilting (it's a fantastic method, but I love hand quilting, and have loads of work to do in order to develop that content). So if you love to machine quilt, and have technical writing experience, just follow the link to learn how to apply to be a Contributing Writer for the Quilting site. Write About Machine Quilting for Us originally appeared on About.com Quilting on Monday, August 16th, 2010 at 10:46:26. Permalink | Comment | Email this Aurora Borealis Quilt Block and Quilt Pattern I've only seen the Northern Lights (Aurora Borealis) once, from an open field in Iowa. They were beautiful, but had I not known what I was looking at, the constant bends and flashes of color that crossed the night sky would likely have been a frightening experience. I hope to witness the lights again sometime, but it won't happen in my southern state. I wanted the Aurora Borealis quilt to resemble those flashes of light against a night sky. The quilt is created by surrounding color-intense stars (a Friendship Star variation) with a mottled, multicolored fabric backed in black. A plain black background is added next, to make the colorful components stand out. There's not enough space here to show you an image of the Aurora Borealis quilt -- see page 3 of the pattern (and click on the image if you would like a closer look). Janet Wickell Aurora Borealis Quilt Block and Quilt Pattern originally appeared on About.com Quilting on Friday, August 13th, 2010 at 12:00:13. Permalink | Comment | Email this Ocean Waves Quilt Pattern Ocean Waves is a design that's packed with half square triangle units. The quilt isn't difficult to make, but it does have lots and lots of pieces. I'm only showing the block here, because scaling the quilt down to a size that fits the space makes it pretty much unrecognizable. The pattern is a natural for scrap piecing, but looks great sewn in an orderly fashion, too. If the number of patches the quilt requires seems like more than you want to take on, just assemble a small batch of the units each time you sit down to sew. Accumulate them in a box, keeping track of how many you add each time, and for a true scrap quilt sew the units with fabrics from the day's sewing tasks. The end result is definitely worth the effort. Ocean Waves Quilt Pattern originally appeared on About.com Quilting on Sunday, August 8th, 2010 at 15:47:01. Permalink | Comment | Email this New Red Light/Green Light, an Easy Quilt Pattern Like other quilts, Red Light/Green Light can be personalized in so many ways. I love florals, and can see it as a 'watercolor' style quilt, where the florals melt into each other. And batiks would be perfect, too. Simply change the fabrics to personalize the pattern. Straight grain pieces help make this an easy quilt pattern, since there are no stretchy bias edges to deal with. It's one of many quilt patterns on the Quilting Web site that are a good choice for beginners who want to practice their rotary cutting and strip piecing skills. If you're a beginning quilter, read a few important tutorials before you make this 59" x 79" quilt: About Fabric Grain New Red Light/Green Light, an Easy Quilt Pattern originally appeared on About.com Quilting on Wednesday, August 4th, 2010 at 11:27:03. 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