Brochure Tips

Do you currently use generic brochures with a place at the bottom for your label or stamp? Have you received one of these brochures with the label or stamp crooked? Look professional? Not really!

A Virtual Assistant who has experience in graphic design can help you to create an effective brochure that goes beyond the generic template. Your brochure will really be your brochure, with your color scheme, your logo, professional photos and images instead of clip art, and text that reflects the things that set you apart from the businesses that still use generic brochures.

Before our clients’ brochures are sent off to the printer, there are some questions we ask them.

Does this brochure stand alone? Will people understand what is being presented without needing additional information, or is the purpose to get them to ask for more information?

What is the desired “first impression”? Casual, formal, fun, serious, alarming? Think carefully about how you want a person to feel after spending the first 5 seconds scanning the brochure.

What is its purpose? Selling, informing, call to action? The purpose plays a huge part in the design.

How will it be used? Will it be a Leave-Behind after meeting a potential customer? Are you hoping someone will pick it up while waiting in line at the bank? Is it meant to be a response to inquiries for more information? Will it be part of a direct mail package? Is it a selling tool to be used during a sales pitch?

In one short sentence, what is the topic or message?

It’s very important to answer these questions BEFORE presenting your new brochure to your customers or clients. Trust this job to your Virtual Assistant to be sure your information is targeted correctly and designed distinctly.

Julie Mockerman
Brookwater Group
www.BrookwaterGroup.com

Think about sending Thanksgiving cards instead

Of course, you know that the time to send Christmas cards is just around the corner. Or maybe you send Happy Holidays, or something else more generic. But how can you be sure that your card will even be noticed amongst the pile of cards sent out at this time of year?
Some of my clients have decided to send Thanksgiving cards instead of Christmas cards this year. They will use the theme of gratitude and thank their clients or customers for their loyalty and business in the past year. I think it’s a great idea! I told my BNI group last week that I would send Thanksgiving cards to their clients for $1.99, including a custom design, specialty paper and envelope, addressing and postage. That’s how much I believe in this idea. I also completely believe in showing our gratitude to people we have relationships with, whether business or personal relationships.
Remember the statistics that encourage us to contact our clients at least 7 times each year? A Thanksgiving card is unexpected and gratitude produces a warm feeling in their heart.
So think about another way to stand out from the crowd. That’s something I believe we should always consider as business people.
If you think you’re too busy or don’t have enough time to get that kind of project together, think about having your Virtual Assistant do it for you. We’re all set up and ready to get the mailing out on your behalf.

Card sending machine

According to the Guinness Book of Records, Joe Girard was the top salesman of all time. In his 15 year career, he sold 13,001 cars at full retail price! And he did it with absolutely no advertising.

His plan? Every month, he sent a card to every family member, friend, prospect, acquaintance, vendor and customer. By the end of his career he was sending out 13,000 cards each month (with the help of two assistants).

He had all the business he could handle!

It’s important to build relationships by staying in casual contact.

Don’t think you have time to do this? Remember, Joe Girard had two assistants. That’s where your Virtual Assistant comes in.

We design a card with your logo and color scheme. It will look like your business card, letterhead or website. We can include a picture or anything else you wish.

Most people set all the business cards they’ve collected throughout the day on their scanner and email the image to us. You may prefer to type the contact info into an email. Let us know which card you want us to send, and it’s done.

Your success is our ambition!

Listen Carefully, then Act

Be listening carefully for clues when you’re speaking with your customers and clients. When you think you’re just making “small talk”, be alert for the mention of hobbies, sports, family members’ activities, graduations, weddings…anything that makes that person who they are. Immediately after the conversation (obviously not in front of the customer) make notes about this person.

Perhaps you service someone who mentions that he loves golf, and that his son is graduating this year. Here are some ways to make this person your loyal customer for life…

• Organize a golf outing for yourself, your client, and other people who might benefit from your client’s services
• Deliver a package of golf balls with your company slogan, logo, etc.
• Send a note about a golf tournament in the area
• Depending on the size of your company, offer a partial scholarship for his son’s college.
• Offer to pick up the cost of textbooks for the first term of college.
• Send a graduation card and check or gift.

Your client will know that you value his interests and family. This is one of the most effective ways to build customer loyalty. I guarantee that if you’re more interested in your client than yourself, they’ll be VERY interested in your business.

Desserts – The Grand Finale – but just the beginning!

These are the very special services or products you have for only the very best customers. They’ll probably be the higher priced items, but because of the trust and loyalty you’ve earned by offering supreme quality and service, they’ll be eager to continue their association with you. Be sure to add “free coffee” to that final order, as you now have a great customer for another year.

Next time, we’ll list some practical ways to present your “appetizer.”

The Soup

Now you’re offering them something really hot. Another card or coupon with a “buy one, get one free,” for instance. If you’ve already given them great service and products the first two times, they’ll be very interested in doing business with you again. But wait…there’s more!
Now for the main course. This customer is beginning to feel like “part of your business family.” Treat them accordingly. Let them in on employee discounts, or offer them some “sides” to accompany the main course. Perhaps you can offer some fringe benefits that only customers reaching this point qualify for. Be sure to let them know they’re receiving preferential treatment in return for their loyalty. It is quite possible that they’ll want to order an extra bread basket or bottle of wine to accompany that main course.
Now that a customer has reached this point, it’s tempting to take them for granted. But what a shame to let them end the relationship without trying your fabulous desserts!

Customer Retention – A Seven Course Meal

Do you have a specific plan for customer contact to ensure that you retain the customers you spent so much of your marketing budget to acquire in the first place?

Think of each customer as being in the market for a seven-course dinner.

First comes the appetizer. This is the customer’s first order…just enough to give them a “taste” of your company, products and/or service. Will they eat and run, or will you offer them a salad? Make that salad available by sending a personalized “thank you” card with a discount on another product or service.

The salad has many more ingredients than the appetizer. They may be with you a little longer as they savor what you have to offer. Many business owners are so pleased with a repeat customer, they feel the one repeat contact is all there is. But what about the soup?

Customer Contact Idea

Many times a client gets a large packet of information, or a lengthy orientation to a new product or service. They get home and may feel terribly overwhelmed by the quantity of knowledge they need to assimilate.

Always be sure you send a welcome letter or an acknowledgment to a new client or customer. It’s comforting to know that the salesman didn’t forget all about the customer once the credit card was swiped through the slot.

Welcome your new customer with a short, personal note. Not necessarily more information (remember that huge packet you gave them?). Just something warm and friendly to let them know you did remember how to treat real people like real people. Maybe an acknowledgment or thank you note is more appropriate in your business category. But whatever it is, be sure it’s personal, well done, with correct spelling and grammar, and maybe a thank you coupon card or special discount on future purchases.

It would be a good idea to put all your customers into a database and track what you send to each one and when. Of course, if you’re too busy to do this consistently, contact your Virtual Assistant and it will be taken care of for you on auto pilot.

Don’t wait, don’t hesitate.
Your success is our ambition

www.BrookwaterGroup.com