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50 Pounds in a 40 Pound Bag April 28, 2010

Posted by Jack Macholl in Communications, Marketing, Uncategorized.

In this business I’m often asked to review existing marketing materials everything from “sell sheets” to elegant sales brochures and direct mail packets.  One issue that many have in common is trying to put 50 pounds of information in a “40 pound bag.”  The simplicity principle comes into play here :

  • Identify the customers “pain point”- determine what they need and why
  • Explain how your service or product helps with that “pain”

People buy benefits and your marketing material must quickly point out the feature/benefit equation or you lose the prospect.

Trying to list everything you do and compress the copy on one-side of an 8.5″ x 11″ sheet with trite graphics doesn’t help tip the purchase decision in your direction. It often confuses or overwhelms the prospective customer, destroying any hope of a return on your marketing dollar.

Entering the ROI Zone



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