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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 The Antique Tile quilt block pattern is an easy block to cut and sew, with patch edges that are all cut on the fabric's straight grain. The instructions show you how to strip piece two of the units, but include cutting specs for those of you who prefer to make the block one piece at a time. Antique Tile Quilt Block Pattern originally appeared on About.com Quilting on Saturday, May 19th, 2012 at 21:20:26. Permalink | Comment | Email this Album Star Quilt Block Pattern Album Star was one of the patchwork quilt blocks used in the Scrap Happy Sampler quilt. I love the many possibilities this design offers for color placement, and more importantly, color value variations. I've included a 'blank' schematic of the block on page 3 of the pattern, so if you aren't sure which colors and values you'll like best, print it out and play around with the layout. You might even end up making an entire batch of these blocks. Album Star Quilt Block Pattern Album Star Quilt Block Pattern originally appeared on About.com Quilting on Tuesday, May 15th, 2012 at 06:00:00. Permalink | Comment | Email this Picnic Time Quilt Block Pattern Picnic Time is based on a traditional quilt block that's very pretty, but has lots of set-in seams that make it more suitable for hand piecing than for assembly with rotary cutting techniques. I divided a couple of the original block's patchwork areas to make this new version a cinch to sew. You can dramatically change the looks of this quilt block by altering color value within its patches. It's a good choice for a scrap quilt, but works as well when all blocks are identical. If you don't want to make a large quilt, try using Picnic Time to sew a table runner and sew them in pairs to create placemats. The block finishes at 14" x 14". Picnic Time Quilt Block Pattern Janet Wickell Picnic Time Quilt Block Pattern originally appeared on About.com Quilting on Monday, May 14th, 2012 at 07:30:38. Permalink | Comment | Email this Patchwork Table Runner Pattern This colorful table runner is made from four 10" square blocks placed on point and surrounded by setting and corner triangles. Two borders finish the layout, one cut from narrow green strips and the other from wider pieces of a floral -- both areas repeat fabrics used in the quilt blocks. The runner finishes at about 22-1/2" x 65", but you can easily change its length or width. The table runner shown was designed with a Christmas theme -- just choose different fabrics to change its appearance. © Janet Wickell Patchwork Table Runner Pattern originally appeared on About.com Quilting on Wednesday, May 9th, 2012 at 06:00:36. Permalink | Comment | Email this Flying Dutchman Quilt Block with No-Waste Flying Geese Make the Flying Dutchman quilt block with any combination of fabrics you desire. Try holiday prints, and sew a group of four or six blocks to make a wallhanging. Or sew a string of them together to create a quick table runner. We'll use a simple no-waste Flying Geese method to construct the block. Flying Dutchman Quilt Block with No-Waste Flying Geese originally appeared on About.com Quilting on Tuesday, May 8th, 2012 at 08:48:46. Permalink | Comment | Email this Which Way Do We Go? a Strippy Set Quilt Pattern I designed this quilt to work with a brightly colored Alexander Henry border print that was passed along to me after the death of my sister, Carol. It took me awhile to decide how to use the print, but this strippy-set quilt seemed to do the trick -- and it's a quilt that most everyone has enjoyed. Read through the pattern a few times before you begin making the quilt, just to make sure you understand the steps, and assemble a few of the Winged Square blocks before you make the units for all of them -- in case you need to make sewing adjustments... Which Way Do We Go? pattern PS - If you like the Winged Square blocks used in the quilt, be sure to take a look at one of my Table Runner patterns. It's made with a larger version of the same block. Photo © Janet Wickell Which Way Do We Go? a Strippy Set Quilt Pattern originally appeared on About.com Quilting on Sunday, May 6th, 2012 at 05:00:00. Permalink | Comment | Email this Missouri Puzzle Quilt Pattern I'm from Missouri, so I wanted to write a pattern that shows off one of the blocks named to commemorate the state. The Missouri Puzzle quilt is square, with sashing and cornerstones between blocks. The blocks finish at 11-1/4" square and the quilt itself is about 66" x 66". Change the layout to suit your needs by making more quilt blocks or turning the layout into a rectangle. Or how about putting four blocks together for a matching throw pillow cover? Missouri Puzzle Quilt Pattern originally appeared on About.com Quilting on Saturday, May 5th, 2012 at 07:46:25. Permalink | Comment | Email this Twinkling Star Quilt Block Pattern The Twinkling Star quilt block finishes at 12-inches square. There are lots and lots of little half square triangle units in the design -- just take it slowly and follow my advice on assembling them oversize and then cutting back to the exact dimensions. The little units provide the perfect opportunity to use your smaller leftover pieces of fabric (and for going super scrappy with this quilt block). The block was one of twelve used in the Scrap Happy Sampler quilt. Twinkling Star Quilt Block Pattern originally appeared on About.com Quilting on Thursday, May 3rd, 2012 at 05:00:58. Permalink | Comment | Email this Watercolor Quilt Pattern The three kitty cats in this quilt are peering through watercolor-style floral windows, and you can bet they're keeping an eye on the butterflies flying around the garden. This quilt pattern has been a popular pattern with readers, and although it does have set-in seams at the mitered frames, it is not difficult to assemble. If you're not a feline fan, place something else on the windowsills. Photo © Janet Wickell Watercolor Quilt Pattern originally appeared on About.com Quilting on Wednesday, May 2nd, 2012 at 05:00:04. Permalink | Comment | Email this Floral Snowballs Quilt Pattern Spring has definitely arrived in our part of the United States, even though a brief cold snap made it feel like winter had returned. Flowers are in bloom here, and stitching a batch of these 6" Snowball quilt blocks filled with a scrappy assortment of floral fabrics are a nice way to bring the blooms inside. Janet Wickell Floral Snowballs Quilt Pattern originally appeared on About.com Quilting on Tuesday, May 1st, 2012 at 09:45:15. Permalink | Comment | Email this Newsfeed display by CaRP |
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