What do you give your prospects after they've expressed an interest in your products or services? Most small business owners simply pass out a single sales brochure. It's much more effective to present a complete folder of information that works to further build trust and confidence. This article discusses the inserts I recommend you include in your marketing folder.



Insert #1: The Compelling Story

Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you're not able to convey your own business passion?

The Compelling Story is just that – a short 1-page info sheet on just why you created your business. The story must be personal, engaging, and fun to read. If you can make an emotional connection with the reader, you'll quickly build trust and confidence with your prospects.

Below are a few points to help you craft the perfect compelling story.

- Be personal - Talk about the people you've touched in your business

- If possible, appeal to the emotions

- Make your story fun to read

- Tell your story with passion

- Show your human side - talk about mistakes you've made and the lessons you've learned

Your Compelling Story is the perfect start to your marketing communications folder.

Insert #2: The Competition

The purpose of this insert is to summarize why people should buy from you as opposed to your competition. Summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field.

Again, make this a single sided sheet and pick just three or four points to communicate.

Insert #3: The Problem Solver

How are you are able to solve the business problems of your customers? This insert should tell the whole story.

Here's what I suggest you include in this single-page insert.

- Define the main problems of your target market

- Describe how your product or service solves those problems

- Describe the steps needed to solve the problem

Insert #4: Product and Service Summary

In this insert, summarize your various product/services and list the benefits of each.

Make sure you discuss the benefits, not the features. This is an important distinction. Too many companies spend their time covering product features instead of focusing on the benefits to the customer.

Insert #5: The Testimonial Page

This is the page that summarizes your best customer testimonials. Here are a few ideas for collecting customer testimonials.

1. Many customers may feel they don't have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval.

2. After completing a successful transaction with a customer, ask them for a quick testimonial. Have them write a few sentences down on a piece of paper. It will only take a minute and they will rarely refuse if you have provided value.

3. To create more powerful copy, ask your customers to write the testimonial as if they were recommending you to a friend.

Insert #6: The Informational Article

Write a short article on a topic that is important to your customer base. Include a web URL where they can view or download the entire article at no charge. By providing free and useful information, you will build on the trust and confidence you have already established.

So there you have it - all the main components of a strong marketing communications folder. You can purchase a pocket folder with your logo and tag line printed on the front from your local print shop or a service such as VistaPrint. I recommend purchasing folders that have slots on one of the inside pockets for your business card.

Any time you have someone that expresses an interest in your products and services, mail or give them a copy of your folder. It's a powerful marketing communication strategy that will build trust, interest, and repeat business.