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Digg It - Is Your Brochure Killing Your Sales?
When you go to trade shows you probably pick up brochures.
What do you do with them?
In the majority of cases I'm willing to bet you either leave them to fester in the lovingly designed show carrier bag or you scan some of them and then throw them away.
Do you read any of the brochures you g
What do you do with them?
In the majority of cases I'm willing to bet you either leave them to fester in the lovingly designed show carrier bag or you scan some of them and then throw them away.
Do you read any of the brochures you g
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
et through the post or left
by sales people?
If you don't read brochures why do you think your prospects will?
If your brochure is all about you and very little about your customer it wont get read. If it's not read it can't sell anything. That means you've just lost another prospect because your
If you don't read brochures why do you think your prospects will?
If your brochure is all about you and very little about your customer it wont get read. If it's not read it can't sell anything. That means you've just lost another prospect because your
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
brochure didn't do its job right.
What A Brochure Isn't
Designing a brochure is not simply the managing director, marketing director or Mr Average Copywriter simply dumping everything they can think of about your company and its products into a four page 4 colour brochure.
Explaining how yo
What A Brochure Isn't
Designing a brochure is not simply the managing director, marketing director or Mr Average Copywriter simply dumping everything they can think of about your company and its products into a four page 4 colour brochure.
Explaining how yo
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
ur business has grown from strength to strength
over the last 5 years, or how the new widget is now also
available in puce and lemon is boring.
In fact most brochures are deeply boring. Maybe not to you as the business owner - but to the most important people you know.
Your customers and prospec
In fact most brochures are deeply boring. Maybe not to you as the business owner - but to the most important people you know.
Your customers and prospec
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
s.
Neither are brochures an art gallery for your in-house or external graphic design team to show off their brilliance with well produced photos, line art and consistent house style.
After all winning awards for your brochure is not as important as winning sales. Is it?
Have you f
Neither are brochures an art gallery for your in-house or external graphic design team to show off their brilliance with well produced photos, line art and consistent house style.
After all winning awards for your brochure is not as important as winning sales. Is it?
Have you f
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ound salespeople who are unwilling to give customers
your brochures? That's because good sale staff instinctively know
whether your brochure helps or hinders sales.
So What Is A Brochure?
It's purely and simply just another sales tool. It's part of your marketing tool set. Please treat it th
So What Is A Brochure?
It's purely and simply just another sales tool. It's part of your marketing tool set. Please treat it th
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
at way.
Use Sizzling Copy To Hit People Between The Eyes.
Don't take up the space on the front, or back, covers with your logo, managing directors head shot or a stock photo of a forklift truck or someone attractive sat gazing transfixed at a computer screen.
Smash Through Buyer Inertia
Use Sizzling Copy To Hit People Between The Eyes.
Don't take up the space on the front, or back, covers with your logo, managing directors head shot or a stock photo of a forklift truck or someone attractive sat gazing transfixed at a computer screen.
Smash Through Buyer Inertia
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
With A Captivating Headline
Instead use a great headline to encourage people to open and investigate what you've got to say.
You could use any of the following headlines:
If you're in the car hire business you could say "7 Reasons Why Car Hire Is Costing You Too Much". Then explain why
Instead use a great headline to encourage people to open and investigate what you've got to say.
You could use any of the following headlines:
If you're in the car hire business you could say "7 Reasons Why Car Hire Is Costing You Too Much". Then explain why
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
n your copy
inside and further explain how you can make sure the prospect
avoids those costs.
Perhaps you're in IT or software services? Your headline could be "How To Sell More to Your Old Customers". Then you explain how implementing a customer relationship management system gives the abi
Perhaps you're in IT or software services? Your headline could be "How To Sell More to Your Old Customers". Then you explain how implementing a customer relationship management system gives the abi
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
lity to follow-up properly.
But whatever company you're in tell your customer something you know they want to know.
Write Copy That Tells And Sells
When you're writing the copy inside your brochure make it interesting, arresting and intriguing.
Give your prospects some interesting facts the
But whatever company you're in tell your customer something you know they want to know.
Write Copy That Tells And Sells
When you're writing the copy inside your brochure make it interesting, arresting and intriguing.
Give your prospects some interesting facts the
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
y don't know.
Stir in some great customer testimonials. If you don't have testimonials start talking to your customer to get some.
You're writing the copy to sell your product or service. So the writing is vitally important. Next you need to make sure that you've got necessary line ar
Stir in some great customer testimonials. If you don't have testimonials start talking to your customer to get some.
You're writing the copy to sell your product or service. So the writing is vitally important. Next you need to make sure that you've got necessary line ar
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
t, photos or other graphics at
appropriate points in the brochure. Whatever you do remember
graphics are there purely to support the copy.
Any graphics you've got make sure that you have a caption so that people don't get distracted and keep wondering what it's about.
Make sure that your brochure h
Any graphics you've got make sure that you have a caption so that people don't get distracted and keep wondering what it's about.
Make sure that your brochure h
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
s all the ways your customer can
get hold of you and order. That includes having an order or
enquiry form they can fax to you.
Finally, one of the most important elements in the brochure: The Offer and action.
You need to offer your customer something for doing business with you.
You could
Finally, one of the most important elements in the brochure: The Offer and action.
You need to offer your customer something for doing business with you.
You could
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
offer any of:
- free bonus reports
- audio CDs
- DVDs
- Different payment options
- Strong guarantees
- Bundled with other products or services
Whatever you do make sure you've a call to action with a deadline for your offer. Your brochure needs to make clear the next
- free bonus reports
- audio CDs
- DVDs
- Different payment options
- Strong guarantees
- Bundled with other products or services
Whatever you do make sure you've a call to action with a deadline for your offer. Your brochure needs to make clear the next
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
step
for your customer.
How Do You use Your Brochure?
Don't leave it lying around like yesterdays newspaper. You've paid good money to produce it. Treat your brochures with respect and give them or send them to people you want to do business with.
At trade shows a good approach is to sugg
How Do You use Your Brochure?
Don't leave it lying around like yesterdays newspaper. You've paid good money to produce it. Treat your brochures with respect and give them or send them to people you want to do business with.
At trade shows a good approach is to sugg
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
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
est that you'll send a
brochure to your prospect. That way you can keep following them
up with further offers.
Jay Abraham is the world's highest paid marketing guru at $5,000 per hour. He notes that sending a brochure to a prospect without a well-written and interesting covering letter reduces res
Jay Abraham is the world's highest paid marketing guru at $5,000 per hour. He notes that sending a brochure to a prospect without a well-written and interesting covering letter reduces res
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
onse.
Stapling an envelope with an interesting headline, such as "5 Ways To Slash The Cash That Drains From Your Web Site" gets people interested.
They're going to read that letter.
The letter needs to spell out what the major benefits are and where they are in your brochure.
Proof of effe
Stapling an envelope with an interesting headline, such as "5 Ways To Slash The Cash That Drains From Your Web Site" gets people interested.
They're going to read that letter.
The letter needs to spell out what the major benefits are and where they are in your brochure.
Proof of effe
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
ctiveness of adding a letter is given by Troy White,
writing in Duct tape Marketing, he says:
"...Info USA who sells direct mail database lists started testing this (sales letter,Ed) with their catalogs and saw an immediate 300% improvement in orders. All with a simple letter attached
"...Info USA who sells direct mail database lists started testing this (sales letter,Ed) with their catalogs and saw an immediate 300% improvement in orders. All with a simple letter attached
.
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
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
it!"
Similarly use direct mail and send them out to the companies you'd love to do business with. Make sure you've a personalised selling letter with every brochure you put out there.
Write and design your brochure as if you were standing in your customers and prospects shoes.
Do it
Similarly use direct mail and send them out to the companies you'd love to do business with. Make sure you've a personalised selling letter with every brochure you put out there.
Write and design your brochure as if you were standing in your customers and prospects shoes.
Do it
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
right and you'll deliver a brochure that gets read from
cover to cover and prospects find informative and buy from.
Remember if you're not willing to invest up front in producing a brochure that sells you can't expect anyone to take action from it and you've completely wasted the money to produce it
Remember if you're not willing to invest up front in producing a brochure that sells you can't expect anyone to take action from it and you've completely wasted the money to produce it
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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