Want Your Marketing Materials to Work Harder? See How

Do your marketing materials work as hard as you do? Here's three tips for turning prospects into paying customers.

Turning prospects into paying customers is make-or-break for a business: 75% of companies say it’s a top priority. But with everything else on your to-do list, finding time to court new business can be a challenge.


Polished print marketing materials can make the job easier. The best brochures, postcards and banners quickly convey why someone should choose your company over the competition. Here’s how to add oomph to your outreach.


Sell the payoff, not the product

Tell would-be customers how you’ll help them solve a problem or achieve a goal. If you can help them visualize a brighter tomorrow, they’ll move one step closer to becoming a customer.


Keep things simple when you talk about the benefits of working with your business. Instead of presenting every detail about your product or service, focus on results. Include just enough info to show how you can help, without answering every question a prospect might have.


Set your business apart

Chances are, potential customers are looking at your competitors too. Make the choice easier by clearly stating why you’re a cut above. Do you offer the fastest turnaround time, the most experience or a one-of-a-kind product? Not sure what to emphasize? Think about what customers say when they rave about you. Add in any certification or training logos that add clout too.


Outline a clear path
Every promotional piece you create should have a well-thought-out “call to action” that spells out the next step you’d like people to take. For example, you might ask prospects to visit your website, call for a free consultation or visit your store to claim a special offer or free gift. Put your call to action front and center to boost response rates. If you’re unsure which next step to promote, think about your current customers. How did most of them connect with your business when they first wanted to learn more?


For more ideas and inspiration, stop by Staples and speak with a knowledgeable Print & Marketing Services