If prospects think you're just like everyone else, let your marketing kit prove otherwise.

No one likes to be sold, but everyone likes to buy. Your marketing materials should be designed in a way that guides your prospects logically along a path from education to trust to wanting to build a relationship.

At first, your prospects believe your firm is pretty much like any other firm that does what you do. And just looking on the surface, they're right. If you're an electrical contractor, your employees probably wire a ceiling fan the same way other electricians do. The difference, though, is the level of service, professionalism and communication you provide--and of course, your 27-point safety checklist and personal story. That's the stuff they need to hear, the stuff that makes them say, "This is someone I can trust to come into my home, someone I want to refer to a friend."

Don't turn your prospects off from the beginning with the typical sales copy. Your marketing materials should function more as informational products than as sales materials. A marketing kit is an effective tool to help educate prospects about your business. If properly constructed, your marketing kit will make your firm the obvious choice when prospects compare it to other businesses that do what you do.

Your marketing kit should include some combination of the following information:

Your "difference" page:

Use this page to explain how your firm is truly different than your competition and designed to meet a very specific need in a very specific way. In this section, don't worry about telling your prospects what your firm does; focus on how you do it in a valuable or unique way.

A list of services:

Here, tell prospects what you do or offer. You may even need to create a separate sheet for each of your services or serviceareas.

Case studies:

Pick representative clients or industries and outline how your product or service solved their challenge. Case studies allow your prospects to see how they, too, can find relief.

Process description:

Show prospects how you do what you do. Create detailed checklists and flow charts that show how you keep your promises. Many people underestimate how much goes into delivering a quality product or service.
Your story:

Many companies have interesting--and even gut-wrenching--histories.

Tell your story in an open, honest and entertaining way, and you'll win their hearts as well as their heads.

You can also add testimonial letters, FAQ pages, copies of articles you've written, and reprints of any media coverage your firm has received.

The individual pieces of your marketing kit can, in many cases, consist of word-processed files that are laser-printed onto a template and tucked in a pocket folder for delivery. This format allows for inexpensive printing and a great deal of flexibility when you need to change or update your marketing materials. This format makes forgreat web content as well.

But will prospects even read all this stuff? As with all marketing efforts, some people will read it and some won't, but the ones who do won't hesitate to pay a premium to acquire the services of such an obvious expert.

沒有人喜歡被強迫推銷，但所有人都喜歡買東西。因此你需要精心設(shè)計你的市場推廣材料，最后要能達到一種引導(dǎo)效果，首先要能夠幫助你的潛在客戶群了解你，然后讓他們產(chǎn)生信任感，最后自然就想要同你建立合作關(guān)系了。

最初，你的潛在客戶們會認為你的公司和同類企業(yè)沒什么差別。從表面來看，他們是對的。如果你是一個電氣工程類的承包商，你手下的雇員給吊扇走線的方 法肯定和其它電工大同小異。不過，你們還是可以有所不同的，同類企業(yè)間的差別可以是服務(wù)水平，專業(yè)程度，溝通方法 —
當(dāng)然還應(yīng)該算上你的‘安全守則27條’和個人經(jīng)歷。這些才是你的潛在客戶們需要聽到的東西，讓他們覺得，“我能信任這個人，我敢讓他到我家里來工作，我愿 意向朋友推薦這個家伙。”

不要偷懶去拷貝那些千篇一律的促銷材料，這樣會失去潛在顧客對你‘一見鐘情’的好機會。你的營銷材料應(yīng)該更近似一種信息產(chǎn)品，而不僅僅是促銷傳單。

一套成功的市場推廣材料可以幫助你向潛在客戶介紹你的企業(yè)，當(dāng)客戶比較你和業(yè)內(nèi)的同類企業(yè)時，設(shè)計出色的推廣材料能夠幫助你脫穎而出，成為客戶眼中的不二 選擇。

你的市場推廣材料中應(yīng)該包括下列一些信息：

“與眾不同”：利用這一頁內(nèi)容來介紹你的公司與競爭對手之間的真實差別，有的放矢，目標(biāo)明確。在這個部分中可以放心大膽的對客戶們重申你公司所從事的業(yè)務(wù)；只要記住重點要放在你處理業(yè)務(wù)的方式上，讓客戶們了解你所用的方式有什么獨到之處，又是多么有效。

服務(wù)清單：在這一部分中向你的潛在客戶介紹你可以為他們做什么，或提供了什么優(yōu)惠條件。 如果有需要，你也可以為每種服務(wù)或每個服務(wù)領(lǐng)域設(shè)立單獨的表單。

個案研究：選擇一些具有代表性的客戶或企業(yè)，簡要概括出你的產(chǎn)品或服務(wù)如何幫助他們解決了所遇到的問題。個案研究會讓你的潛在客戶看到他們所遇到的問題也可以通過你獲得解決。

流程簡介：用詳細的步驟清單和工作流程表等方式向潛在客戶解釋你將如何實現(xiàn)對他們的服務(wù)承諾。成功實現(xiàn)高質(zhì)量的產(chǎn)品或服務(wù)承諾并不是那么簡單，但許多人都低估了背后所需的工作量。

你的故事：許多公司都非常關(guān)注——甚至喜歡挖掘——你公司的歷史。用一種開誠布公，有趣又不失真的方式來介紹你的歷程，最終一定能打動他們并且贏得他們的信任。

你也可以加入各種證明書，F(xiàn)AQ(常見問題)，你之前所寫的相關(guān)文章，還有關(guān)于你公司的各種媒體報道。

你的市場推廣材料包中通常可以加入一些預(yù)先處理的文件，把它們用激光打印的方式做成模版，然后放到文件夾中一起分發(fā)出去。這種形式可以降低印刷成本，也具有很大的靈活性，你可以更加方便的修改或更新市場推廣材料，這些材料同樣也可以是很好的網(wǎng)絡(luò)內(nèi)容。

你的潛在客戶們會仔細看所有的這些東西嗎？正如所有的市場推廣一樣，某些人會看，而某些人不會。不過，那些看過這些內(nèi)容的人一定會毫不猶豫的掏出錢包，因為你已經(jīng)展現(xiàn)出了非常可觀的專業(yè)素質(zhì)。