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Return To Brochures Article Archive   Search the Article Archives Get Better Customer Response With Brochure Mailings By David Coyne Many companies mail brochures to prospects that phone for more information about the companys products or services. Or they may send updated brochures to their existing customers. But they often dont include one, inexpensive element that could boost customer response: a cover letter. Brochures are impersonal. A letter is the most personal of all written communication. It creates immediate rapport. It makes the reader feel that he or she matters to the company and is not part of the anonymous masses. A cover letter can also set you apart from competitors who dont use them. You might want to create a general cover letter template that sales personnel can access on their computers and modify it for their respective customers or prospects. Heres a few content ideas for a brochure cover letter: -Address the customer by name. -Include updated information about your products or services since the printing of the brochure. -Reinforce the top benefits of your product or service. -If your company uses one brochure to sell to different target markets, clearly emphasize the benefits that are specific to the customers particular market. You might also tell readers where in the brochure they can find more info about products and services related to their sector. The less work customers have to do to find the right information, the better the response. -Remind customers of other available marketing material or resources that have been created since the brochures printing. Perhaps youve started an electronic newsletter. Heres the perfect place to encourage customers to visit your website and sign up for it. -Tell customers about valuable information in your brochure that would make them keep it for future reference. For example, an accounting firm might include a section with '10 Tips To Reduce Your Taxes Today.' -Include testimonials from satisfied customers. -At the end of the letter, have a clear 'Call to Action.' Tell customers what they should do next. Call a sales person? Visit your website? Send an email? Dont leave it up to the customer to figure out whats the next step in the sales process. About the Author: David Coyne is a result-focused copywriter and marketing consultant. For sales responsive ads, brochures, web pages and other marketing material, visit his website http://www.dc-infobiz.com Advertising Network

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