The 6 Essential Elements of Marketing Material

I love it when there is synchronicity in the air! I was thinking about posting about what you really need to have on a sales page or brochure when you are selling a seminar, product or coaching, and in my inbox is an article from the Blog Squad about what they look for when they decide what seminars and product to invest in. So here is their list, and here is what you can do to ensure you cover all of the relevant bases when creating marketing material.

Requirement:
What kind of reputation does the expert have? Do a Google search on their name. Can you find them online? Do they appear to be credible?

What you can do about it:
Make sure you have online visibility in your specific market when people are searching for you. By strategically placing blog posts, online articles and properly tagged web pages, you should be able to get to the top of the list with search engines by combining your name with the particular topic that your seminar or product is built upon.

Requirement:
Is the subject appropriate for your business?

What you can do about it:
Make sure that you get very specific in your description of what people can expect and what you will cover in your seminar, training or info product. You may want to include the table of contents if you are selling a book, or provide the agenda or topic list if you are doing a live training. Be specific, and let people know HOW your information will benefit them in their personal or professional life.

Requirement:
What do others say in testimonials about the program and results achieved?

What you can do about it:
Solicit Testimonials from people who have used your product or service, but get specific. If you are doing Sales Training, wait a month, and then get a testimonial with real life results, not just a nice, flowery sentence saying, “It was the best training ever!” That is a great place to start, but then back it up with actual facts and results.

Requirement:
What kind of study materials do they offer?
Audio,video, transcripts? Make sure your learning style is addressed.

What you can do about it:
Create a nice package to go with your product or seminar. If you do teleclasses, can people download manuals, class recordings and interact with other participants? Building a product specific blog, and password protecting it is a very affordable way to offer those things to clients.

Requirement:
Will the program have long-term benefits for your business?

What you can do about it:
You want to consider what somebody will gain from investing time and money into your information. In order to figure out what the long-term benefits are, pretend you are a user of your service, and you have just completed listening to the product, reading the book or finished the seminar. Then go out a year or so, and see how this information has impacted your business.

Requirement:
Does the trainer or company offer email support and respond to questions?

What you can do about it:
How you help you clients after the initial sale is paramount to maintaining great relationships and long-term customers. You will want to let people know what you are willing to do to ensure that they get the most from the investment they made in you. Will you provide email support? Is there a limit to how many requests you can fulfill in a month? You will want to think these things through and let prospects know what they can expect from you.

By addressing these 6 Essential elements and including them in your marketing materials, you will give prospects the right type of information that they need to make an informed decision. Thanks again to the Blog Squad for sharing their information. You may find that knowing what information you need will make it a lot easier to create your next marketing campaign.