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One rule in direct mail is that your letter sells your offer and your brochure sells what you’re selling. For example, let’s say you mail a classic direct mail package to generate sales leads for your enterprise soft

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

ware product. Your classic package will consist of a #10 mailing envelope, a sales letter, a brochure (perhaps an 8 1/2?11 sheet folded twice), a reply device and a #9 return envelope.

In this package, your letter s

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

Examples of combination products may in

ells your offer (which might be anything from a white paper to a complimentary audit to a discount) and your brochure sells your product (describing in detail the tech features that are too cumbersome to include in a

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

letter). Here’s how to organize and write that brochure.

1. Create a compelling and memorable theme
Don’t just name your product on the front cover, or simply feature a photo of your manufacturing plant taken f

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

rom the air. Instead, craft a theme that captures your prospects attention and stimulates interest. Turn this theme into a headline for your front cover. Include a customer benefit, clearly stated or implied, wheneve

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

Combination pro

possible. Here are some examples:

(a) Committed to Memory (manufacturer of computer RAM)
(b) Now you’re Talking (Voice Over IP service)
(c) We go the Distance (distance learning software)
(d) Get Onl

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

ine Without a Line (wireless email service)

2. Carry your cover theme throughout the brochure
Use images, subheads, captions and body copy that continue your front cover theme throughout the brochure. If your c

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

over theme is “Now you’re Talking,” for example, a subhead inside the brochure might be, “Talk about a great deal.” Your call to action might be, “We need to talk.”

3. Start your selling message with your prospect

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

> Inside the brochure, the first image and headline that your prospects see should speak directly to them and the problem they face. Don’t start with you or your product. Start with the prospect.

4. Grab attention

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

immediately
Arrest your prospect’s attention and show that you understand their problem (the one that your product or service solves). For example, a software vendor sells an application that manages enterprise

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

torage from a single management console. Here is how they grab their prospect’s attention:

[Cover theme]
Get more storage without buying more storage.

[Inside headline]
Adding storage solves your storage

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

Following aspects would a

problems. True or false?

[First line of copy]
Is your distributed storage ballooning by 75% a year? If all you do is add more storage, all you do is compound your problems.

5. Describe your top benefits fi

dd to the challenges in developing combination products:

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

rst
List the top five features of your product or service, and the benefits that customers get from these features. Remember that a feature is something that your product does, while a benefit is what that featu

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

e does for your prospect.

Now rank these top five features and benefits in order of their importance to your prospect. Then write your copy so that you mention the top benefit first, the second-most-important benefi

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

t second, and so on.

In the above example, for instance (point 4), you would list the following benefits, in this order, and flesh out each one with persuasive copy:

(a) reclaim up to 30% of your storage space ente

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

prise-wide
(b) prevent premature and costly storage purchases by predicting when your servers will run out of space
(c) reduce data access problems and storage-related failures before they threaten your mis

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

Professional from academic institutions, pharmaceutical industries, health care indust

sion-critical data

6. Present proof
Back every claim you make with the kind of proof that resonates with your prospective buyer. In business-to-business mailings, some of the most compelling proofs are testimon

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

ials, comparisons with competing products, test results, case histories, industry awards, and names of well-known companies who are your clients.

7. Ask for the order
Treat your brochure as a salesperson who ha

.

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

to give your entire sales pitch. That way, if your brochure gets separated from your sales letter in the prospect’s office, the brochure stands alone as a sales tool that can generate a sales enquiry. So ask for the

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

Companies that provide selfless information through particip

order, usually at the end of the brochure. Tell the prospect exactly what to do take things to the next level (call your 1-800 number, call you, return the reply card, visit your website, download a demo, and so on)

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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When you want to impress your clients and potential investors and financial partners, always pay close attention to details that convey stability and professionalism for your company. Start with the design and quality of your business checks. They may be small details, but they are good tools to get your message across.

Cold Water Comments are those comments, phrases and ideas that are meant to discourage, disparage, discredit and generally douse your ideas. They can squelch creativity, cease your brainstorming efforts and disrupt the goal of a meeting. This article gives you specific things you can do to stop the cold water.

Marketing and promotion are the only way your product or business will get the attention it deserves. Bulldozer Marketing is loud and clear and will get the results you need.

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Digg It - Brochures that Generate Sales Leads (and How to Write Them)

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