If you’ve been hesitant to try booklet marketing, it might be because you’re unsure how to print booklets that offer recipients the kind of value that converts them into customers. At the same time, you’re missing out on an amazing opportunity to grow your business by:
- Engaging customers
- Establishing trust and credibility
- Increasing brand awareness
- Promoting your products
- Building customer relationships and loyalty
- Special offers and direct sales
Printing profitable booklets is all about giving your customers value. By value, I don’t mean a discount (though discounts can definitely play into your overall booklet marketing strategy). I’m talking about valuable content. When you can print booklets that contain interesting and relevant content, your customers will read them and you will get to enjoy all the great booklet marketing benefits listed above. The following five subjects make for captivating booklets your customers won’t want to put down – until they call you to make a purchase!
1. How-To Guide
One of my favorite booklet marketing strategies is to direct mail a how-to guide. How-to guides pack every booklet marketing benefit into a single package. Let’s say a company sells tailored jeans online and wants to promote its new interactive online photo tool. They print booklets that teach customers how to properly measure for jeans and list best jean styles according to body type and personality. They then direct mail those booklets to a mailing list comprised of individuals who meet their best customer target demographic. Recipients are engaged, they discover the brand, they trust the brand, they get to fulfill their sense of individuality (which fosters loyalty), and they learn about the company’s products. With a single call to action, the online jeans company will get tons of visits to check out the tool. With or without a discount coupon, sales skyrocket.
2. Product Comparisons
Comparing your products against competitors’ products is a great way to establish your unique selling points. If you are honest in your comparisons and highlight the benefits of choosing your company, you’ll gain a receptive audience that’s more likely to buy from you than your competitors. You don’t even have to name your competitors; by doing so you can establish credibility, but you don’t want to introduce customers to your competitors either. Not naming your customers allows those who have done their research to correctly assume who you are comparing your products to, while keeping your competitors anonymous for the uninformed.
3. Product/Customer Matching
If you offer a line of similar products made for different types of users, a buying guide that helps customers choose the best product for them can stir up sales. If you sell home entertainment systems, for example, your booklet might offer suggestions to customers based on their budget, their room size, their seating, their technical know-how and other attributes. Not only will customers feel more confident buying from you, they’ll be happier with their purchased items, which can lead to that priceless type of marketing known as word of mouth.
4. Shocking Information
If you can shock – or at least surprise – your customers with relevant and important information, then your booklet will be both memorable and profitable. Let’s say you’re a financial adviser and you want to promote your services. You could print a booklet that tells customers 10 facts about money they don’t know, but can jeopardize their retirement savings. Author and radio/TV host Dave Ramsey has discussed how whole life insurance is a poor investment when you can get the same insurance benefit on term for a much lower premium and invest the rest in a mutual fund for a much larger retirement pay off. This fact would probably shock or surprise many people, and it would serve as an excellent means to convince customers they’re not doing everything they can to secure their financial futures. This example aside, there are interesting facts that can benefit your customers no matter what industry you’re in. Put them to good use in your own booklet, and you will reap the rewards.
5. Data Tracking
Finally, you can print booklets that are useful in tracking data. A company that sells weight loss products might print booklets that track diet and exercise (plus their product usage) for a six-week period. An eco-friendly product company might print booklets that contain checklists for going green in the home. A mechanic might print booklets that serve as vehicle maintenance records, or a health care company might print booklets that serve as personal health portfolios. All of these examples are useful, and each puts your brand, offer, and other information in front of potential customers many times over.
About the Author: