8 Steps For A Better Brochure Design For Your Business

people discuss the purpose of a brochure

Ok, you’ve decided that your small business needs a brochure but where do you start?

If you want to create a brochure for your business that is effective the first step is to decide on what the purpose of the brochure will be?

The purpose of a brochure is the first step because having a clear goal of what you want the brochure to do will guide you through the design process and help you to make those decisions about what to include in it.

Common Purposes of Brochures:

  • To help close prospects.
  • To promote a specific product.
  • Overall company introduction.
  • To educate prospects about the options they have.
  • Product information/instruction sheet.

Once you have a purpose for your brochure delineated the rest of the design process will be easier for you.

Step 2:  Write down what you want to promote in your brochure. Is it a product or a service?

Step 3: List out the benefits of what you are promoting. For this part of the process, you will need to look at your product or service from the viewpoint of your customer, client, or patient.

  • Why would they want to buy the product or service?
  • What problem does your product or service solve for them?
  • How are you going to make life easier for them?
  • What is in it for them to buy from you?

Step 4: The headline.

Your headline should communicate the benefit or solution to a problem in a short and sweet communication.

Your headline is the most important part of your copy because it is the one thing that will draw the attention of the reader.  To use a fishing analogy, your headline is the bait on your marketing hook.

Step 5: Main copy.

Resist the urge to put too much information in the brochure, unless it is a product information sheet used after the sale (even this can be brief).

When putting together the main body of copy the following will help:

  • Think in terms of concise points. Today we live in a sound bite, bullet point era.
  • Always direct the copy to explain and sell the benefits of owning the product or having the service. It’s ok to have features of a product but always communicate a benefit of that feature. Too many times I see brochures with features and no benefits. NEVER assume the reader will automatically know the benefit of the product or service.
  • Include testimonials or reviews in the brochure.

Step 6: Use appropriate graphics that support your message. Picture and photos should support your message.  Also, do not put graphics in just for the sake of having graphics. A professional graphic artist can help you find just the right images for your brochure.

Step 7:  Call to action. This point is neglected or left out entirely on 80% of brochures. The reason most businesses want a brochure is to sell something but they leave out a call to action.

A call to action is a direct message telling the reader how to respond and why they should respond now.

10 common mistakes in brochures ebook


10 Common Mistakes and Pitfalls Made On Brochures!

    Hire a professional to help you design your brochure. Sure you can do it yourself but you probably lack the technical know-how, the professional design programs, the access to graphics, and the time to actually design the brochure.

    If you have gone through the above exercise you will be able to communicate to the graphic designer the information to get a great-looking brochure.

    We offer graphic design at a low cost if you are having us print your brochure for you.

    4 Steps You Need To Do To Make Postcards for Business Work

    What do you need to make a postcard for your business work? There are 4 basic steps that need to be present in order for a marketing postcard to work but before that, you need to have a basic strategy.

    How To Make Postcards Work
    1. Market Research. Find out who your idea client is.
    2. Think of a Benefit. Why should a prospect purchase from you?
    3. Call To Action. Why should your prospect pick up the phone and call right now?
    4. Consistency. You need to mail to your prospects consistently.

    The overall strategy for your postcard campaign needs to be thought out before you even get to the design step. Too often we see a business owner say, “Okay, time to promote let’s do a postcard” and then throw together a postcard for his business quickly.

    The problem you will run into with the “throw something together quickly” strategy is that you are likely to just throw something together without much thought to it.

    When it comes to any marketing and advertising, a campaign that is thrown together will likely fail.

    The streets are littered with the failed hopes of many business owners who “threw something together” and hoped it would work.

    The first step on the road to being broke is to hope your advertising will work.

    Decide what service or product you want to promote with a postcard?

    Step 1: Who buys this product or service?

    • What characteristics does this group of prospects have?
    • Where do they live?
    • What is their income?
    • Do they have families?
    • Do they need to be creditworthy to buy this product or service?
    • Anything else that differentiates and helps to identify this group of prospects?

    The above information is important for two reasons.

    One: for a targeted mailing list. This is one of the biggest reasons a postcard mailer fails. The postcard is mailed to the wrong people for your business!

    We can get a mailing list that is very refined to reach a specific group of prospects.

    Two: when you design a card it has to appeal to the recipient.  Knowing who the postcard is mailing to will help the designer make the message appeal to the prospect.

    Step 2: What are the benefits of the product you want to promote using postcards?

    Why do people buy the product or service?

    What problem does it solve for the prospect?

    Step 3: Offer or Call to Action.  An offer or call to action is important because your offer is often the hook that pulls the prospect in to do business with you.

    • Before you set the offer or special, research what your competitors are offering.
      • FACT: 98% of the people who have an interest in your postcard and your business will go to your website first to do research, and also to your competitor’s site. If a competitor has a cheaper price the prospect will go to them.
    • If you cannot compete on service, is there anything you can offer that will add value?
      • For example, we were working with an auto repair shop that offers a free car wash with an oil change. The car wash cost them little but was perceived as a value to the prospect.

    Step 4: Consistency. Other than the above points, consistency of mailing is the main reason for a postcard mailer not working.

    There is no such thing as one-and-done marketing. The one mailer to test to see if it works will always fail.

    Every product has a buying cycle. The bigger the ticket item you are selling, the more people will shop and research. The buying cycle goes from:

    1. Prospect notices they might want the product/service.
    2. Prospect wonders where to get it and how much does it cost?
    3. Prospect now really wants it.
    4. Prospect wonders who is best to buy product/service from?
    5. Prospect is ready to buy it.

    Your target market has many prospective clients who are in the various stages of the buying cycle.  Over the course of several months, you will have more people who will come into the market for your product or service.

    Just by mailing your postcard, you are in fact creating prospects. People who before they received your mailer were not even thinking about owning your product or service, or maybe did not need it but today their A/C broke down and now they are looking.

    Incidentally, this is why direct mail is superior to internet marketing because the internet only reaches people who are searching right now. The “searching now “ prospects are being heavily marketed to by much larger competitors.  It is a very competitive space.

    There is a rule in marketing that says 100% of people will buy from a company or individual they know over a company they have never heard of or just heard of. By mailing consistently to a group of prospects you are creating familiarity with your business which means more people will buy from you because they know of you.

    Know that you have the basics down for your mailer. Here is a link to the 10 design tips that get your postcard noticed.

    How To Drive Interested Prospects to Your Business Every Day for Pennies

    No doubt about it, we are living in a digital age. Never has it been easier and faster for consumers to research, shop, and buy.

    I’m not telling you anything you don’t know. But do you know how to maximize technology to generate more sales for your business?

    How To Drive Interested Prospects to Your Business

    So the big question is for my small business owners–is throwing up a website enough technology to generate sales for your business? This is okay and is a good start, but alone is not enough to generate quality leads in this digital era we live in.

    Once upon a time, not too long ago, it use to be that a website was a sort of online brochure or business card that you sort of threw up with a few keywords built-in and that was enough for any small business. This was fine when there was not much traffic on the Internet and your competition was limited.

    Then one day, some guy in silicon valley thought what if we could make a phone smarter?  And boom, the first smartphone came out and people loved them. Then a few years later Wi-Fi was put everywhere. Now it became so easy to go online.

    Today 98% of people will research online before buying a product or service from a company. The bigger the ticket item, the longer they will research and shop.

    You have a website for your business up. So all should be good, right? Wrong.

    First things first, you have to get traffic to your website. Then you have to convert visitors by getting them to fill out a form or download something.

    According to Google, 96% of traffic to the average website leaves without taking further action. (Some websites it is closer to 99.99% of people leave without taking further action.)

    How many leads have you gotten from your website this week, this month, this year?  If the answer is “not many” you are missing some marketing points.

    Point 1: You have to get people to your website. Search Engine Optimization (SEO) helps but it still relies on chance. There is no business in existence today that does not have 100x more competition than it did just 10 years ago. So SEO by itself is not enough.

    Your competition is a lot better organized and has more funding for competing on the Internet.

    So what do you do?  Hire some 20-something year old to run some Google ads or Facebook ads? It’s better than nothing but you will probably spend a lot of money and not get much business, especially if your website is not designed to convert traffic to leads and customers.

    Point 2: The best way today to create traffic and sales is Direct Mail.  Direct mail is the only form of advertising where you can reach 100% of your best prospects with limited competition.

    You might say, I’m not interested, postage is too expensive.

    If you are running Google PPC ads, depending on the industry you are in, you are going to pay anywhere from $2.50 on the low end, to $50 – $60 per click on your ad.  A click does not mean anything unless you get a new customer.

    Unless you know what you are doing you might even have a lot of people clicking on your ad who are not qualified or are looking for something you do not even offer.

    Or on the flip side, you can get a mailing list of the exact people that you want to do business with and the United States Post Office will deliver into their hot little hands a targeted mailer from your business for only about 19 to 29 cents.

    They are going to see your message. They are going to hold your message. Now what they do after this is going to be one of three things:

    ONE: They are going to throw your mailer in the trash because they are not in the market or because your message did not generate interest for what you sell.

    TWO: If your message piques their interest, 98% are going to Google your business, read your reviews and check out your business on the Internet.

    If your website is confusing, difficult to navigate, or not set up to convert the traffic to leads, then you are not going to get a lead. They will go to the next business (your competitor) that pops up on the Google Search when they typed your name into the browser.

    We help small businesses by building websites that convert more visitors to customers. We also have methods we use to identify and follow around prospects who have been on your website after they visit your site. (It is part of our Direct Mail Scout program.)

    THREE: Being so interested and inspired the prospect picks up the phone and calls you. This is usually a very low percentage at first.

    Remember you have piqued their interest. They are not ready to buy or talk to someone. They are researching. How long they research and shop depends on how big the ticket item or commitment is.

    The point I want to make is that if someone is on your website today THEY HAVE SOME SORT OF INTEREST, NEED, OR QUESTION. They are a prospect. You are losing business if you do not have the tools in place to convert that interested person to a bonafide lead.

    Most businesses spend a lot of money marketing but will lose their hottest prospects because they do not have a way to follow up with and market to these hot prospects.

    Direct Mail Scout is a game-changer for a small business. It combines target direct mail, with Google, Facebook, and even Youtube to follow up with your hottest prospects every day – affordably. Direct Mail Scout, most importantly, will also identify prospects who are on your website with no form fill out required.

    If you are tired of wasting money on marketing that does not produce, you should schedule a no-obligation demonstration of the Direct Mail Scout program.

    Your Small Business Website

    What is the best website builder for small businesses? Should you use a website template and do it yourself?

    Should you have your niece build a website? (After all, she is a millennial, and they all pop out of the womb experts in the internet and websites.)

    What about hiring a professional? Oh, wait! That sounds too expensive! How much would it really cost to get a new website designed for my business? Ah, forget it I probably can’t afford it.

    small business website

    So what is the best way to get a website built for your small business?

    If your concern is simply price and getting a website designed for cheap, well there are thousands of options for you.

    What you should be asking is how do you get a website built that will generate new customers and sales for your business.

    10 years ago you could get away with throwing up a cheap website. Not any more.

    98% of your prospects will research and shop online long before they make a purchase.  The bigger the ticket item the longer people will shop.  So having a good website is vital today. Notice I said good, not cheap and there is no such thing as good and cheap.

    Your business’s first contact with a new prospective customer today often will be via your business website.  Most businesses have hundreds of competitors online so having a website that represents you well is very important.

    If you have a home service business like HVAC, plumbing, electrical, landscaping, or anything related to construction, roofing, or building your website is the first impression and your prospects will make a value judgment. In short, you do not want to look like a “chuck with a truck”. Even if you started your business last week your website needs to convey professionalism and communicate that your company is the “safe & right decision” for your potential customer to make.

     Sorry, that’s just the way it is.

    Things You Have To Have On Your Small Business Website

    • Obviously, your website has to look aesthetically pleasing. Things like font choice, color balance, eye trail, and correct graphic elements combined that sell your story and business.
    • Your website has to be easy to navigate. This is more difficult than you think, as most cookie-cutter sites are not set up for this. If you do not know how to program and change the template your website will fail.
    • Your website has to be optimized so you show up on searches. 72% of people do not get past the first page of a Google search. Are you aware of how and what people are searching for when it comes to your business?
    • It has to have a flow pattern that guides people through the visit.
    • Do you know what causes people to hit the close button leaving your website to go to a competitor’s website?
    • Do you know what the tools are to help convert visitors to leads?
    • Do you know how to drive traffic to your website?

    Having a poorly designed small business website today could cost your business hundreds of thousands in lost opportunities and sales.

    So the money you are saving by “doing it yourself” is not saving you money and is, in fact, shackling your company sales and growth and potentially losing you money.

    So how much should you expect to spend when having a professional design a website for you?

    The answer to that question is, it depends on what you need.

    For a basic business website, you should expect to spend anywhere between $2000 to $3000 (90% of businesses fall into the basic website category). For a website that is more advanced, it will range between $6000 to $20,000 in cost to build.  (Advanced websites get into building design and function from the ground up–a lot of custom programming, secure customer login portals, shopping carts, copywriting, user testing, and advanced SEO).

    It depends on your business and what you need.

    The money you spend on a website will be well worth it, as it will generate returns that far exceed the cost of building it.

    11 Ways to Make Business Brochures 10X More Effective

    Often a business brochure is thrown together. You grab a product photo or two, slap some verbiage together, and BAM you have a brochure. Unfortunately, you also probably have wasted your time and effort because your brochure will fail to communicate and invoke action.

    Why? Because there are at least 11 points that most brochures for small businesses leave out that will affect the overall performance of the brochure itself.

    woman looking at a business brochures

    By performance I mean results. The purpose of that beautiful full-color brochure is to move a customer to a decision to buy or at least closer to buying and to separate you from your competition.

    How can you make your business brochures more effective?

    The following are 11 powerful techniques that will improve the look and effectiveness of your business’s sales brochures.

    Your businesses marketing brochures will create an impression of professionalism and competence or it will leave the impression of a small-time shady operation.

    The bigger the ticket item the more important it is to have professionally designed and printed brochures and sales literature.

    So, what can you do to make your business brochures stand out and, more importantly, be effective? By effective, we’re talking about the result of getting people to buy your products and services.

    The following are 11 tips to help you create powerful sales brochures and literature:

    1. Start your planning with the reader’s point-of-view in mind. Before you sit down and slap together a brochure, spend some time looking at the end-user.
    • Who is your end-user?
    • What questions do they usually have?
    • What benefits of your product or service do they want?
    • How does your product or service solve a problem for them?
    1. What is the purpose of your brochure?
    • Is it to help over-come buying objections for a specific product or service?
    • Is it to educate the buyer about the benefits of a product or service?
    • Is it an overall company introduction piece?
    1. Promote only one product per brochure. Resist the urge to put every product or service you offer. The reason for this is your brochure will become too cluttered and will be hard to read and follow. The result is that no one will buy what you are trying to sell.

    I understand you want to showcase and highlight everything your business offers, but you should do a separate brochure for each product you offer.

    An example of this is your local bank; they have a separate brochure for checking accounts, credit cards, and mortgage loans. The reason is if you are interested in a checking account you want information about just checking accounts. Anything else in that brochure would distract you from what your main purpose is.

    1. The headline. Your headline is your main attention-getter.

    Your Headline has to convey the main benefit of the product or service expressed in easy to understand language.

    The purpose of a headline is to get the attention of the end-user and create an interest in reading your brochure. (There are some tricks to creating good headlines that Wilson Print Marketing can help you with.)

    1. Use of graphics. Choose graphic elements that help to communicate the message you want to convey. Graphic elements should support the message not distract from it.
    2. Avoid using industry terminology. If you have to use industry terms always define them and do not assume your reader will know what they mean. This is also true about specific designations and titles. The quickest way to lose your reader is to use terminology they do not understand.

    I have seen brochures that are so packed with big terms that it makes you wonder if they are trying to sell a product or impress you with how smart they are. What these brochures accomplish is in making the reader feel stupid.

    Every industry has terminology that everyone in the industry knows. The error is in assuming your reader/end-user will know and understand your terminology.

    When people come across terminology they don’t understand your intended communication is broken as a result. The reader’s eyes glass over and they throw the brochure away.

    1. Avoid being boring. The quickest way to be boring is to use tired worn-out cliché’s in your brochure.

    Avoid saying things like “conveniently located”, “in business for 50 years” and for god’s sake, do not put a photo of your building on the cover of the brochure, unless somehow your building is of some benefit to the reader.

    1. White space is your friend. Avoid packing brochures with too much copy. We are in a sound bite, small clip era – keep it short and simple.

    When your reader opens a brochure packed with information the instinct is to close it and put it down. This is called information overload.

    Use white space to calm the piece down, highlight main points and help sell your message. When the reader opens the brochure you want them to instantly be interested. Your brochure must appear easy read.

    1. Call-to-action is important. How do you want them to respond? Why should they respond now? Your call to action should be easy to see. Do not make the reader search around on how to respond.
    2. The Buy Now Offer. What is your ultimate goal? You want to sell something, right? Give the reader a reason/benefit of calling you now as opposed to six months from now. The buy-now is a marketing basic yet I am surprised how often this point is neglected.

    Without a buy-now offer, your piece is an image-branding piece. Branding and image are ok if you are a big company with a board of directors and investors you want to make feel good. Unfortunately, a small business needs and wants to sell something today and a sole branding piece does not sell.

    10 common mistakes in brochures ebook


    10 Common Mistakes and Pitfalls Made On Brochures!

      1. Resist the DIY impulse. I know it seems easy but there is more to designing a brochure than arranging photos and copy. Mistakes commonly made by DIY graphic designers are:
      • New Times Roman is not the best font to use.
      • Using several different fonts that are not in the same font family.
      • Boxy sterile-looking design.
      • No eye trail. You want to guide the reader’s eye. There are several tricks a professional designer uses to do this.
      • There is no color balance making your brochure look busy and difficult to read.
      • Folds and margins are off and can make your brochure look unprofessional.
      • NO, Vista Print template designers or any other online design templates are not good to use.

      Online graphic design templates are there to help the printer sell printing not to help you sell your product.

      You may feel like you are saving money on design but when your brochure does not work you end up wasting money on printing.

      Hire a professional to help you design your brochure for your small business and other sales literature. Wilson Print Marketing has several designers on staff to help you create the perfect brochure for your small business.

      Today more than ever, you need printed materials to market and sell your product or service. The problem with using only digital media and online literature is in 2 seconds your digital brochure is gone, a printed brochure is held, is real, and creates a lasting impression.

      7 Mistakes Financial Advisors Are Making With Their Website

      Let me ask you a question? How many new clients did you get from your website this year? How many leads came in from your website this week? If your answer is none or never, then your website is costing you new clients and revenue.

      Today, the potential clients you are targeting to help are between the ages of 57 to 70 years old. These people, particularly the 57 to 67 age group, represent the younger end of the Baby Boomer generation and the older edge of Generation X.

      Financial Advisor Website

      What does this mean for a Financial Advisor who is trying to win new clients for their practice? It means if your website is not up to par, you will and probably are losing business.

      Why? Because this group of prospective new clients came up with the internet and technology. They may not be as sharp as their children but they are comfortable and accustomed to researching on the internet. This means if your website is just an electronic billboard, then you are losing business from it.

      I am going to share with you the 7 biggest mistakes I see on the majority of financial advisor websites. So when you are hiring a company to build a website for your business, you will know what to watch out for.

      1.  The number one problem with websites that the majority of financial advisors have is the design of their website is outdated. It looks old and the content is confusing. The website does not engage the viewer and invite participation.

      2.  The content is difficult to understand. If a visitor to your website is greeted by strange words, industry terminology, and an alphabet soup of professional designations, they will be confused and quickly leave your website. Think about when was the last time you bought something from someone that you did not understand the product or program?

      I know you worked hard for and are proud of your designations, but if you are going to use them, at least define what the letters mean and more importantly why should the visitor care if you are a CEP, RFC, CLU, CFP, LUTCF, etc.

      The same way with industry terminology, do not assume that the visitor knows what an IUL is.

      3.  Your website is hard to navigate. When a prospect goes to your website they are looking for an answer to a question they have. Every industry can sum up what questions their prospects have to three, maybe four questions.

      When people go to your website they should be able to see where to go to get the answer or at least a promising direction for the answer. The rule of thumb is that a visitor should be no more than 2 – 3 clicks away from what they want.

      4.  Generic content. The trend in the industry is to purchase one of the canned websites for financial advisors. The problem is your website has no personality and looks the same as a half a dozen other financial advisors in your area. Because your content is the same as other advisors, you get penalized with Google and rank way down on the search list. Google ranks sites based on original or unique content.

      While getting one of these pre-canned FMG Suite websites is better than not having a website at all if you have one of these websites you will need to be thinking of the next step and upgrading your website if you want to grow your practice.

      5.  Brand yourself. Your clients buy you first and then your company second. Photos and more importantly short videos of you talking to the prospect go a long way to building trust.

      6.  No or awkward call to action. Look at what do you want the visitor to do on this page? Do you want the to download a report? Schedule an appointment? The call to action needs to be clear.

      7.  Your phone number is hard to find. Your phone number should not be in small print and hard to find. You need and want people to call you, so do not make it hard for them to do so.

      direct mail factsheet


      The Effectiveness of Direct Mail vs Other Forms of Marketing!

        Printed Business Brochures & Booklets Can Really Rock Your Company’s Sales

        Seems the whole world feels that using electronic promotional materials is the way to go. Are they right? Are digital marketing business brochures and booklets really the way to go?

        If you want to build your business, digital marketing will not do that by its self. Why?

        business brochures

        What is the Biggest Drawback of Digital Marketing Materials?

        The biggest drawback of digital marketing is it is not real. You cannot touch it, hold it, or recall it later. After it is off the screen, it is gone and replaced by another digital message, often your competition.

        The fact is people are inundated with digital marketing and online ads of Google & Social Media, and overwhelmed with spam emails and digital business brochures that sit flagged in their inbox, unread.

        It is too much!! People largely ignore the majority of digital marketing they are exposed to.

        Old school printed marketing materials, such as business brochures, booklets, catalogs, and flyers can be held, touched, and experienced by the reader. Printed brochures and booklets cut through the clutter and put your business in front of your prospective customer with no competition or spam filters.

        direct mail factsheet


        The Effectiveness of Direct Mail vs Other Forms of Marketing!

          Booklets allow you to showcase several products or services and are very beneficial for small businesses.

          Business brochures and flyers allow you to sell specific products and services.

          Where Do You Start When Designing Business Brochures?

          Should you do it yourself and use one of those online design templates? Or hire a graphic designer?

          The benefit of online templates is that they appear easy. The problem with online design templates is they are impossibly generic and terribly bland.

          The purpose of your printed business brochure or booklets is to communicate the benefits of your product or service to the reader to a point where the reader wants to buy something from you. The money you spend hiring a professional graphic designer will be well worth it because your brochure will be unique and will communicate to the reader.

          For there to be a communication to the reader you need to know how to combine the message with the design elements to first capture interest, then to build desire and then to bring it home with a call to action. There are specific tools of the trade a professional graphics designer has that will accomplish this. The online design templates do not offer this know-how.

          Growing your business involves communicating with prospective customers in ways that reach them regularly and often. Also reaching them in ways that will be remembered and responded to.

          Using printed marketing materials combined with digital marketing materials will take your business to the next level. You should use both digital and real printed marketing materials but err in the direction of giving your prospects something real, can be touched, held, and is remembered.

          10 common mistakes in brochures ebook

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          10 Common Mistakes and Pitfalls Made On Brochures!

            Have a question about creating a custom brochure for your business or need a quote? Fill out the form below and one of our Marketing Consultants will give you a call.

            10 Tips For Business Website Design

            computers with business website designs on them

            Your business website design can be one of the single most important things to have for your business today. Many business owners and managers do not understand how vital a functional website is to the success of their business.

            Everything changed in the world of marketing back in 2007 when Apple released the first iPhone. Over the next few years Androids, iPads, and Notebooks flooded the market almost overnight. Now it is easier and more convenient than ever for people to access the Internet.

            If you were not paying attention, you might have missed this important trend which makes it vital for you to have a good website and not just an electronic billboard.

            Internet and Website Trends Today

            72% of people who have smartphones use it to access the internet. 51% of all internet traffic as of the writing of this article, is via a smartphone.

            What happens when someone sees an advertisement for your business today? 94% of people will go online and research your business. They will look at your website, services offered, and read your online reviews.

            According to Google Analytics, 96% of people who go to your website will leave without taking any further action. These people will not sign up for your electronic newsletter; they will not download a free report; they just leave and go to one of your competitors who came up when they Googled your company name.

            There is a term used in online marketing – conversions. This simply means the people from your website that converted to a lead by filling out a form or called you directly, or if you have a shopping cart they bought something.

            How your website is designed either help your conversions or hurts them. This means your website design will either generate leads and new customers or it won’t.

            As a business owner, website design may sound like a foreign world and very complicated. People who design websites tend to make it seem that way, often it just hides the fact that they don’t know what they are doing.

            10 Things To Consider When Creating a Business Website Design

            #1: It is very simple really. What do you want when you go to a website? You want answers to questions, product information, prices, and solutions to problems. You do not what to have to look around. The flow should be obvious. Elements should be clear.

            What things do your customers want to find when they are looking for your product or service?

            #2 What is your goal with your business website design? In other words, what is the purpose of your website?

            If you have a clear purpose of what you want to accomplish with your website it will be easier for you to communicate what is wanted to your web designer.

            #3 Pages with clear headlines that answer the question of “what is in it for me?”

            #4 Don’t use industry nomenclature and terminology. You will just confuse and cause your visitors’ eyes to glaze over and hasten a click out of your website. Explain in common language and present your services as benefits to the reader.

            #5 Basic elements are: what, why, and how will it help me and how much is it. These are the most common things people are looking for. The “how much?” should be limited because for most businesses when you put a price on the website it stops the reach to call you and you want them to contact you.

            Make it easy to contact you. The phone number should be prominently displayed everywhere possible.

            #6 Call to action buttons or “doorknobs” as they are called are obvious. A doorknob opens a door to another section on your website. Doorknobs should be related to the subject being addressed or direct the person to the next logical step on their quest for more information.

            #7 Don’t be obnoxious with pop-ups. Pop-ups are necessary to get conversions/leads but if used too much will drive people off your website.

            #8 If possible, make your website a resource. People are on the internet looking for help and solutions to a problem. Go out of your way to provide service and to provide useful information.

            The trick is to only provide enough information to “wet their whistle”, not to quench their thirst. You want to increase the reach of the person for more information to the point that they call or email you.

            #9 Note on domains: Everyone’s first instinct is to select a domain for their website that is their company name. Which in some circumstances is okay, but it is better to have a domain that has keywords that people would search for. For example, a financial advisor could have retirementplanning.com or taxplanning.com or retiremeright.com

            #10 hire a professional web designer. Just because WordPress and other services make it easy to design a website it does not mean you should have your brother-in-law or friend design it. There is a technology to designing and programming a website that you need to have in order to have a successful website.

            We have a business web design division with the best designers and programmers to help your business have the best possible website.

             Have a question? Fill out the form below and one of our Marketing Consultants will contact you shortly.

            Ideas for Marketing a Veterinary Practice Successfully

            There is virtually no business that has no competition. Even small-town veterinary practices are feeling the competitive challenges. One thing is for sure, the hardest thing to see is a viable, vibrant practice slowly eroding. Erode it will if you are not putting marketing first.

            What is the Best and Most Inexpensive Way to Advertise a Veterinary Practice Today?

            Used to be you could get off easy by sponsoring your local softball team or 4H club. Not anymore.

            As a veterinarian, your top responsibility, above even treating patients, is to create a brand in your local area. You’re probably saying to me right now, “you’re nuts bud, my job is to treat patients first”. You would not be entirely wrong, but hear me out.

            If you have built your practice into a brand in your local area you will have; one, recession-proofed your practice, and two, you will have ensured that when you decide to retire and sell your practice you get top dollar.

            How Do You Know When You Have Built a Brand?

            • If someone called 100 local residents in your area and asked them to name three veterinary practices and 75 people put your practice on the list. You would have built a brand.
            • If you have a steady flow of business coming in the door that almost seems unstoppable, then you probably have built a brand.
            • If you have a steady stream of qualified people applying for jobs. You have built a brand.
            • If you always have a lot more money coming in than going out for bills. You have built a brand.

            The funny thing about building a brand is that you can never stop. Why? Patients move away, pets die, someone gets their feelings hurt by one of your staff who is having a bad day or your competition steals them away. Your marketing is always on. Your PR is always on. Excellent care and personal attention occur every day. You are advertising more broadly and consistently. It does get easier.

            The basics of marketing to build a local brand name includes direct mail, a professional web presence, and top-notch patient care and follow-up.

            Direct Mail

            Direct mail works for veterinary practices because you can send a targeted mailer directly to pet owners in your area. You can even stipulate qualified pet owners who can afford services. With direct mail, you put something directly in the hands of a prospect and offer an invitation to do business with you. No other form of advertising can do that. There is a way now that you can track exactly the response you get from your mailer and follow-up with them regularly.

            direct mail factsheet


            The Effectiveness of Direct Mail vs Other Forms of Marketing!

              Web Presence

              A strong web presence can mean many things today. When I say web presence I mean a professionally designed website.

              In today’s market, the first thing interested prospects will do after they receive a mailer or see any other type of advertising is to go to your website. According to Google, 96% of people who go to your website will leave without taking any further action. Yet they are prospects. They are looking for your services because they went to your website.

              There is even a way that we can identify prospective new clients who are on your website and follow-up with only them, conserving your advertising money.

              Google Reviews

              Today it is vital that you have an active program to generate reviews on Google from your patients.

              Existing Patient Marketing

              Marketing to your existing patients is a vital action because it prevents you from backsliding.

              Mailing a newsletter will go a long way to help patient retention and boost your referrals. Newsletters for a veterinary practice are affordable and easy to do.

              Many veterinarians try to go “on the cheap” with their marketing to existing patients by sending emails. Email marketing is okay, but it cannot be your main marketing effort today. Why? The average person is getting 250 to 300 spam emails every day. And you want to send them more emails? They won’t read it.

              Also mailing thank you notes to every patient you treat each week goes a very long way to separate your practice from competitors. Nobody mails thank you notes anymore today. Mailing thank you notes to a patient makes your practice stand out and makes an impression. Mailing thank you notes for your veterinary practice is also a good way to give a gentle nudge to write a Google review for you.

              If you and your staff are providing great care, as well as, personal and attentive service the above steps will be like throwing gasoline on a fire with your practice growth.

              How To Drum Up More Business When Trade Shows Are Canceled

              Recent events have caused a paradigm shift in the marketing and promotional efforts of businesses more than anything in recent years.

              If your small business has relied on Trade Shows, Home Shows and other events to drive sales in the door, you are now sitting there and the year is half gone and your dependable moneymaker shows and events have been canceled. What can you do now to drive sales in?

              You have to shift the way you acquire new customers. The following are ideas that you can do to drive new customers in.

              1. Direct Mail. As long as 100% of people in the US have mailboxes and the USPS delivers mail six days a week, there is not a more dependable and reliable way to reach new customers than Direct Mail Marketing.

              The mailing lists we can get today can target ideal buyers to minute details or broadly across general demographics.

              There is nothing else you can do marketing-wise that offers as much ability to reach a prospective buyer as direct mail does.

              Wilson Print Marketing even has a way for you to combine Google and Facebook to your direct mail campaign to follow-up on interested prospects.

              direct mail factsheet


              The Effectiveness of Direct Mail vs Other Forms of Marketing!

                2. Referrals can be a lucrative source of new business for most small businesses. The problem is most businesses do not have a system for soliciting referrals. Referrals sort of just happen. Get on a phone call with your past clients to find out how they are doing or mail them a notecard to touch base with them. In the notecard ask if they have any friends or family that could benefit from your services.

                One thing that Wilson Print Marketing can do is use your past clients to hone in on other similar prospects in your area. What we do is take your client list and do what is called a reverse append on that list. We can identify lifestyle details and other similar traits that your existing customers have and then use that information to buy a more targeted mailing list of people who match the profile of your existing customers. Then we help you with a targeted mailing to these people.

                3. A website is one of the most overlooked and neglected assets of a small business. The Internet has linked people together and given them access like nothing else in human history. Your website is a digital representation of your company. People search for services on the Internet before they buy. Yet most small businesses have a website that is outdated or that was designed by someone who did not understand how people use the Internet and how to get visitors to convert to a buying customer. There is a technology to it.

                4. LeadMatch. One of the programs Wilson Print Marketing offers is a service call LeadMatch. Basically, LeadMatch is like caller-ID for your website. The problem with website traffic is that most of it is largely anonymous.

                96% of the people going to the average website will not fill out a form, do not sign up for the free email newsletter, will not call you, and avoid the free download button. Yet they were looking for something and had some sort of interest, otherwise, they would not have been on your website.

                Now we can help identify this anonymous web traffic you are getting on your website with LeadMatch. The idea is that you develop a sort of hot prospect list that you can do a follow-up drip marketing to.

                The above are just a few ways you can market smarter and get more results.

                direct mail factsheet


                The Effectiveness of Direct Mail vs Other Forms of Marketing!

                  If you would like more information about how to market your business smarter with any of the points mentioned above, please fill out your company info below with the best contact number to reach you, and one of our Marketing Consultants will give you a call.


                  8 New Year Resolutions That Will Take Your Business To New Levels

                  The end of the year is here and with that many people make resolutions for the New Year.

                  Unfortunately, most small to medium-size businesses do not make any resolutions about growing and marketing their business. The definition of resolution is “a firm decision to do or not to do something”. The keywords here are the decision to do, it does not say to wish or pray for something to happen.

                  Today, we are faced with the strongest economy in the last 50 years. All indications are that it is going to get even better. There are going to be more multi-millionaires made in the next few years than ever before in our country’s history. What you decide to do or decide not to do will have an economic impact not only for you but for your family for generations.

                  The following is a list of resolutions because at the base of your company’s growth and the extent of the height of that growth will be determined by the decisions you make about marketing and promotion today.

                  1. Decide that no matter what you are going to be consistent with your advertising and marketing. Your marketing budget should be treated like your payroll. It is one of the first things you fund and pay. Lack of consistency in advertising is one of the primary reasons for the huge ups and downs in your company’s income. If you want to get off the cash-flow roller coaster, be consistent with your advertising is the way to go.

                  2. Decide that every piece of advertising you send out has a buy now with an offer to buy now. People naturally procrastinate. You want them to buy or call right now and not six months from now. Often a strong special price will get them to take action sooner rather than later. Every customer, client or prospect you will get is a customer of one of your competitors and you are buying customers with your special offer.

                  sales letters that sell ebook

                  FREE EBOOK

                  10 Tips For Writing Sales Letters That SELL!

                    3. Decide to include targeted direct mail in your advertising. Why? Because direct mail is the only form of advertising that reaches 99.99% of your potential and existing customers. Think about this…do you know anyone who does not have a mailbox? The answer is no. Everyone in the United States has a mailbox and the USPS delivers the mail every day. Direct Mail is the only way you can put a message directly in the hands of your best prospect. There are 3 things that can cause a mailer to fail.

                    4. Include social media in your advertising. There is an easy, inexpensive and effective way to use Facebook that will only target people on your mailing list that you are mailing to. The problem most people have is that the advertising they do is so broad that there are no multiple contacts with the prospects.

                    5. It is possible today to use Google the same way, reaching only people who are interested in your service.

                    Interested In How We Can Help You With Facebook & Google? Click Here.

                    6. Decide you are going to implement a follow-up program. 80% of all sales occur after the 5th to 12th contact with the prospect. The bigger the ticket item, the more follow-up is required to close the sale. Incorporate professionally created brochures, flyers, and booklets. The more things that are real and tangible that you can put in a prospect’s hands, the better.

                    7. Harden yourself to stay with your plan even through the ups and downs. This is the hardest one because there will be ups and downs. It takes time for an advertising program to take hold. The natural inclination is to abandon a program when a slow period happens.

                    8. Make an investment in your website. Today 96% of buyers will research and shop online before making a purchase. The weak link for most small businesses is their website. They are losing prospects when they go to their website. The navigation is too confusing, the type fonts and layouts are hard to read and there is no call to actions and no special offers. When people go to your website they are looking for answers to questions, solutions to problems and if they do not see it or cannot find it then they are out of there in one to two clicks. You lost a potential new customer because your website did not perform.

                    If you have questions or need help with a targeted mailer, Google, Facebook or a new website we have a program that actually ties everything together and gets your advertising working for you.

                    direct mail factsheet

                    FREE DIRECT MAIL FACT SHEET

                    The Effectiveness of Direct Mail vs Other Forms of Marketing!

                      For more information call 727-536-4173 or fill out the form below and one of our Marketing Consultants will love to help you!


                      The Simple Man’s Marketing Plan

                      I am a simple man. I like things that are A to B, simple and straight forward. Technology is changing so fast nowadays it is difficult to keep up.

                      What is the best way to advertise your small business? Well, one thing is for sure, advertising a small business today “ain’t all sunshine and rainbows”.

                      Have you ever felt like you are throwing money down a flaming money pit when you try to advertise your business? Me too. Been there done that.

                      Have things really changed that much? On the surface, things seemed to have changed quite a bit. Your prospects are on the move and harder to reach than ever before. Even if you do manage to reach them, they are exposed to a lot of different advertising messages coming at them from a myriad of angles–not only traditional advertising mediums such as radio, TV, billboards, and magazines but with Google ads, Facebook ads, Twitter, Youtube and text messages.

                      The question is how can I get a response. There are two rules I apply to all advertising:

                      • Will my advertising message actually reach the prospect?
                      • How do I want them to respond? (How will they respond really?)

                      The answer to the first question is direct mail. It is the only medium today that actually reaches your prospect – directly – in their hands. Many people consider that direct mail is dead. Let me ask you this.


                      The answer is obviously NO, pretty much everyone has their mail delivered to their mailbox at least six days a week.

                      Direct mail is the only advertising medium available to you that has 100% usage by every demographic profile. You can develop a mailing list that targets any demographic group you have or can think of. NO – OTHER ADVERTISING MEDIUM AVAILABLE TO YOU THAT CAN DO THIS. None.

                      Then why did you not get results?

                      direct mail factsheet

                      FREE DIRECT MAIL FACT SHEET

                      The Effectiveness of Direct Mail vs Other Forms of Marketing!

                        Direct Mail Fails For One of the Following Reasons:

                        1) Your message sucked. Sorry, I’m not sugar-coating it. The message you sent out had one or more of the following problems:

                        • Too wordy. You tried to over-explain or describe your product/service. People read in short bites, looking for the main jest of the ad to see what’s in it for them.
                        • You tried to advertise too many products in one mailing.
                        • The product you advertised was not needed or wanted by the person receiving the mailer.
                        • There was not a loss leader pricing on the product or service you were advertising. If you could get a better price from somewhere else, would you respond to the postcard?
                        • There was no call to action on the mailer. Did you give them a reason to respond now?

                        Click Here For Design Tips On Your Next Direct Mailer!

                        2) The mailing list was not targeted correctly, was old or simply a bad mailing list. A mailing list is not something you should skimp on. Investing to get a good mailing list of fresh prospects is the basis of getting a good response.

                        • Did you identify who the best prospect is for the product or service you are promoting? The better you can define your best prospect, the more targeted the mailing list can be.

                        3) You tried to time the market. When you mail a postcard or any other mailer you have absolutely no idea how many people will be ready to buy today, right now. Most successful marketing campaigns mail a mailing list of prospects 4, 5, 6 or more times.

                        • The first time you mailed them they may not have considered that they needed or wanted what you were promoting.
                        • The second time they kind of noticed what you were promoting and may have had a thought that it might be useful.
                        • The third time you mailed them they went online to research your company.
                        • The fourth time they set your postcard aside to call, but life got in the way and they did not get to it.
                        • The fifth time they picked up the phone and called you or went to your store.

                        4) You did not take into consideration how people shop today. What do I mean by that? 90% of people do one thing before they contact you, do you know what it is?

                        90% of people who receive a postcard or other mailer from you and have an interest do one thing. They will go online to research your company, look at your reviews, look at the services you offer.

                        The problem with them going online to research you is that every competitor within a 3 to 5-mile radius of that prospect pops up when they Google your company.

                        96% OF PEOPLE WHO GO TO YOUR WEBSITE WILL LEAVE WITHOUT TAKING ANY FURTHER ACTION. They don’t fill out a form. They don’t download the cool eBook you have. They just leave and go on to the next competitor that popped up when they Googled your company.

                        What Can You Do About This?

                        We offer a program that uses Google & Facebook as follow-up tools. It makes direct mail more effective, less expensive and gives you a tool to track your actual response from your mailer. We can even tell you the names and addresses of people who go to your website.

                        Click Here For More Info On This Program!

                        There are four areas your marketing can fall on its face.

                        1. Failure to reach enough prospects consistently enough to get a return.
                        2. A poor website. If your website is not built to generate interest and capture identities you are losing business.
                        3. Not having a follow-up plan. Today the average sale occurs after the 5th to 12th contact with the prospect.
                        4. Having a voicemail system answer incoming calls. People hate voice attendants. Your prospect calling you will not punch one for sales, two for service. They will hang up and call your competitor.

                        If we can help you with a Direct Mail Marketing Campaign for your business, please fill out the contact form below and one of our Marketing Consultants will contact you shortly. We look forward to helping you.