When preparing your written communications, think creatively! Use key terminology (words and phrases that catch your prospect's eye) and catchy slogans. What distinguishes your business from your competitors? Highlight the benefits your company offers. You might want to make a special pitch and offer an incentive for readers to respond. You might also include testimonials, sample listings of clients, awards and honors you have received. .
Types of Marketing Collateral .
Brochures are usually printed on 8 1/2" x 11" paper folded in thirds or 8 1/2" x 14" paper folded in quarters. Brochure contents range from information about your company to specific product features and benefits. It may be appropriate to place all of this information in one brochure or to create a family of brochures for individual products. Individual businesses and budgets guide this decision. .
Business Cards, usually printed on 2 x 3 1/2" card stock, contain all necessary contact information, including email addresses and URLs. .
Fliers are usually single sheets printed front and back, and used for inexpensive distribution. Fliers are frequently used to announce a sale, open house or other limited-time event. .
Slip sheets are mini-fliers typically designed as a mailing insert or to leave as a "take-one" counter display. Slips sheets may be inexpensively produced "three up" or three slips on single sheets of 8 1/2" x 11" paper. (Each slip, when the paper is cut, is then about 3 1/2" x 8 1/2.") .
Direct mail pieces vary in shapes and sizes but usually conform with standard mailing requirements. A direct mail package may include a marketing letter and/or brochure. Typical recipients of direct mail are customers, individuals on purchased mailing lists or individuals on mailing lists the business itself has developed.
Marketing letters, usually included with direct mail pieces, may be used as a written introduction or follow-up to a sales call.
