Create marketing that sells more

Is there a secret technique to writing marketing material that immediately generates sales?

By Ken Robinson, CEO & Publisher, Newsletter House

As far as your customers are concerned, they give you their business because your product or service meets their needs
or solves their problems.

Buyers of your product or service aren't interested in how long
your company has been doing business, how wonderful your staff are and how many awards you have won for being in business.

How does this translate when we’re writing our marketing materials?

Whether you’re writing a brochure, content for your website, an advertisement or
a sales letter, it is extremely important that your message lines up with what your prospect wants to achieve.

For example, one of our clients is SkyCool Pty Ltd, a roofing insulation manufacturer based in Hornsby, Sydney.

SkyCool’s target market is large entertainment venues like clubs and building complexes such as airports and shopping centres.

Their product dramatically insulates a building, cutting the cost of expensive
air conditioning, as well as extending the life of a metal roof.

What were SkyCool’s results from its original marketing program?

Because they had been endorsed by the CSIRO and have won numerous awards, they would approach their prospects touting how many accolades they had won in
the industry.

It was taking them on average six to eight months to close a $60,000 sale.
As you can imagine, this was a long time for a sale of this size.

The Managing Director of SkyCool, Rex Lehmann, appointed Newsletter House because the company wanted to reduce the time it took to sell.

What was our approach?

We created a newsletter that club managers would want to read. We called it Club Manager’s News. The title communicated that if you were a club manager then this was a publication aimed to meet your needs.

The cover story focused on a successful club, Mounties in Sydney, which had cut its
air conditioning bill by 50 per cent using SkyCool’s insulation product.

What was the result using the Newsletter House approach?

Our client mailed 500 copies to club CEOs. Within four weeks, six CEOs had contacted SkyCool and collectively purchased $300,000 in product.

If you feel your marketing materials are letting you down then please accept a free consultation to help you to start increasing sales today. Please telephone
Ken Robinson on (02) 4954 2100 today.