How To Create Great Sales Materials

1.) Grab Their Attention

1.) Grab Their Attention. One thing to keep in mind is just how many things out there are vying for your potential customer's attention, and ask yourself how your item is going to break through that trance. The headline is the most important thing here. If they don't read that, they are not going to read anything. The key, then is to catch them. One great trick is to use a headline that asks a question that they don't know the answer to, that they will need to read your material in order to answer. When you do answer the question, make sure that there is something in it for you reader - a benefit, a joke, anything, as long as there is something gained by reading what it is that you want them to read. Another tip is to focus the attention on the reader rather than on you. Make it clear how their lives will be improved, not how you are the one who is going to do it.

2.) Subheadings Work. Few readers are going to take the time to read your whole sales piece. That is why you want to tell as much of the story, as economically as possible, in the subheading. Lead to the answer to your headline-question, but don't give it all away.

3.) Show A Need, Then Fill It. It is one of the oldest precepts of the business of selling is that the vast majority of people don't buy products, they purchase how they are going to feel once they have the product in their hands or at home. That is why you should make a point of showing what the benefits are to your item or service.

4.) Know Your Audience. This is where some research comes into play. If you are selling to a certain demographic, it is your job to know all there is to know about them. Not just how they will use your product, but how they use every product. You need to have a grasp on their motivations, needs, and desires. If you are pitching the same products to the different demographics, you will need to have separate sales material for each. There is no way around this.

5.) Write Like You Speak. Make your materials conversational. If your product is a little hard to explain, you have to find that fine line between patronizing and overwhelming. Easier said than done, but if you want to score a direct hit, you need to write simply, but with a sense of purpose and logic as well.

6.) Prompt Your Reader To Act. Immediacy is a very powerful tool. Give your reader reason to act and act soon, by offering free items or trials if they do what it is you want them to do by a certain time. Most people buy on whims, so a sale postponed is more than likely a sale lost.

7.) Make Your Materials Stand Out. The higher quality your materials are the more legitimacy it lends your business, and the less likely the materials are to be immediately thrown away. Bind your materials together elegantly so your customers or clients feel as if they have gotten something worth keeping. Ask at your copy shop or look around online for a binding style that works for you by conveying the quality of your work.

by: Jeffrey McRitchie

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