How to write marketing material that sells

I cannot count the number of times I have met with business people who tell me that neither their marketing nor their brochures help them sell their products or services.

In this report, we offer you some key suggestions that if approached in the right manner could help you sell.

There is one radio station that we all listen to more than any other. It is that radio station that goes by the call-sign W-I-I-F-M, which translates into: "what's in it for me"

One of the key reasons why most marketing material is useless in helping you sell your products or services, is that it is more focused on where the seller is coming from than where the buyer wants to go.

You may get excited by the fact that you've been in business for 30 years, but as far as your customer is concerned what matters is how you're going to help them by buying from you.

How many Web sites have you visited in the hope that you would find information that would help you solve your problem, only to be bombarded with vision statements and badly written overviews that neither educate you or help you improve your situation.

Two key suggestions for writing material that sells:

Focus on what your customer wants - in the first instance, put yourself in
the shoes of your customer and for a moment think about what they are looking for.

For example, if I was about to buy a new machine from you focus on the reasons that motivate me for my purchase.

As a business owner, I would be more moved to purchase from you if you could illustrate how you felt somebody like me could improve their business by a certain figure than the fact that you are the manufacturers longer standing dealer in my area.

Talk more about me and my needs. You may have every reason to be proud of the fact that your father, and your grandfather before that, started your business and have won industry awards every year since, but as far as I'm concerned your family's success does not necessarily translate into me being successful with your product or service.
Communicate in a language your customer understands - you may have spent 20 years learning all the terminology that goes with your particular business.

But for the most part your customers don't understand that jargon.

And in most cases we don't have to understand that terminology, because if we do have to understand the terminology why then are we bothering with you?

This topic opens up a whole can of worms, because it asks you to stop thinking about yourself and to start putting a focus on what the customer wants and needs.

But many business people this can be extremely difficult as they spend virtually every waking moment of their day were looking at the situation from their side of the table.

But at the end of the day, your success depends on how successful your customers are. one way of clearly demonstrating that you care about what they want is to write sales material that illustrates clearly a step-by-step plan on how they can be successful if they sign with you.