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When you place brochures from every mortgage company side by side, you can’t help but notice the similarities. Each piece mentions that they have every possible loan program available, proven & experienced professionals, fast & friendly se

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

rvice, a list of documents needed to process the loan, a promise of individualized attention and a commitment to professionally serve the client.

This is fine and dandy for consumers, but what about your brochure for real estate agents? I

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

you’re giving to agents the same brochure you give to clients, does it help you stand out? Probably not - and even if you do have a separate brochure for agents, does it avoid the 3 most common mistakes?

Brochure Mistake #1 – Feature-Driven

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

Messages

This is the colossal mistake with most brochures. Here’s a quick list of features often mentioned in mortgage brochures; loan rates, APR, quality service, mortgage insurance, points, refinance, payments, purchase, full servi

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

e, originate, retail, interest-only, option-only, ARMS, free quote, to name a few.

Features don’t tell the reader anything. Sometimes it only confuses them more about your service. When an agent reads your brochure, they’re reading it for on

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

e reason. They want to know, “What’s in it for them.” If you’ve been in sales for a length of time and have been a good student of it, you know that people are interested in hearing benefits, not features. But wait, there’s a twist.

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

If you sell widgets, your brochure follows an old school formula. It describes what the widget is (feature) and than tells the customer what the widget will do for them (benefits). Pretty simple, isn’t it?

But you’re in the mortgage business. Or

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

better said, you’re in the service business. Wherein lies the caveat, when you sell a service, it’s invisible. You can’t touch, smell or see it. Even though describing the benefits an agent receives from using your services is helpful,

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

t’s not enough.

If you want your brochure to make a difference, the kind of difference that gets noticed by agents, than describe the problems they have that you can solve for them.

It’s a strange phenomenon, but dreadfully tru

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

e. Agents are more interested in reading about their problems than reading about the benefits of your services, or features for that matter.

Brochure Mistake #2 – Use of Jargon

Jargon is like, “Swahili,” a confused, unintellig

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

ble language. It’s words that you understand, but leaves an agent clueless. Jargon comes across as obscure and pretentious. Instead, keep things in simpleton terms. Your brochure should focus on expression, not impression. Using buzz

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

words, stylish words or phrases can come off as pompous.

Jargon slows down or stops the reading process. Avoid it by writing your brochure in a casual voice, as if you’re having a conversation with the reader. In English class you were t

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ught to write very formal, remember, your brochure isn’t a term paper, it’s an opportunity to persuade and shape one’s perception.

Make use of pictures to communicate, they’re only worth a thousand words. Agents understand with t

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

heir eyes. Graphs, charts, photos, and pull quotes are examples of conveying or supporting key points.

Everyone’s brochure mentions good customer service. As an alternative, use a flow chart to demonstrate your service, and than support

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

it with satisfied client testimonials.

Brochure Mistake #3 – Me-tooism Disease

Don’t take offense - most of us have this disease. You see what might be working for someone, so you copy it for yourself. It’s easy to grab the leadi

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

ng competitor’s brochure and copy some or all of it. Years ago for instance, rate sheets were a hot marketable brochure. You could distribute a few hundred and get a respectable response. Well, when you have hundreds of loan officers copying it,

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

uess what happens? It wears out, but we keep using it.

Me-tooism isn’t worthwhile. Look at how much mail you’re still getting from other mortgage companies trying to get you to refinance. And they use the same formatted letter as everyone else.

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

The letter specifically states, in bold print, how much you could be saving, and includes an advertised low rate. Sometimes it’s printed in the form of a fictitious check ready to be cashed.

Don’t be afraid to be different. It’s easy to

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

se what others have and challenging to come up with originality. But it’s originality that can earn the biggest reward.

The Power of a Well-Crafted Brochure

Like a good movie plot, a well-crafted brochure sets the storyline in

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

motion. It shapes an agent’s perception before you sit down with them – curtailing rejection and lessening resistance. It provokes thought in their mind, making you more memorable. And it helps you stand out and be noticed among a huge crowd

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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It is normal for employers to hate paydays, although not so much because it is the day they have to pay their employees their due but because doing so involves a lot of counting and computing. Computing individual salaries and giving the accurate amount to every employee is definitely taxing and may cause much confusion. To avoid all these troubles, many employers have opted to release payroll checks instead of actual cash during paydays. With payroll checks, employers no longer have to worry about counting cash.

The first concern of business is the bottom line. Progressive employers have begun to see that their bottom line is increasingly linked to the visual health of their workers. Color Vision Deficiency, no less than eyestrain suffered by significant numbers of the workforce who sit for long periods at a computer screen, can impact negatively on productivity and the bottom line.

Getting started in IT is tough. Other times, your career path may stall. Chris Bryant, CCIE #12933, knows what both situations feel like and tells you how to get back on the right path to IT career success.

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