Examine Your Print Marketing Materials
Do you have a brochure to hand out to prospective clients? How long has it been since you have really taken a close look at your brochure? I would like to challenge you to sit down and evaluate the materials that you send to prospective clients. Does the text effectively describe what you do and emphasize the benefits of your service to your clients.
It may be helpful to remember that in advertising, many experts will say that white space is your friend. Have you ever looked at a flyer advertising a product or service which was so cluttered with information that it was difficult to pick out the most important facts?
Often by utilizing less words, you will actually be able to convey more information because you will hold your reader’s attention longer. Your prospective clients are probably very busy people and giving them an easy to read snapshot of your business is likely to get you more attention than trying to give them all the details.
Another important aspect of a good advertisement is to stress the benefits to your potential client rather than the features of your service. Try emphasizing the time saved, health benefits and ease of serving, rather than giving lots of information about your qualifications, specifics about foods available or details about meal plans.
It may be beneficial to have someone who is not familiar with your service review your materials for you. If this person cannot accurately describe your service after reading the materials, you may need to re-work your text. Often we understand all too well how the service works but have difficulty expressing this clearly so that a person who is unfamiliar with the personal chef concept can understand what exactly it is that we do.
Have you considered personalizing your brochure to fit the needs of a particular group of clients? For example, I have one brochure to send to clients with special dietary needs and another version of my brochure to send to newly engaged couples to market bridal celebrations.
By taking a fresh look at your print marketing materials, emphasizing benefits rather than features, marketing to specific target audiences and befriending white space for readability, you will have a product that is sure to bring in new clients eager to try your service for themselves.
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