What "actions" do your customers want to take while evaluating possible vendors?
Statistics tell us two popular requests:
Make sure you do both.
- Sending in a “response form”
- Downloading an overview of core capabilities or other relevant documentation
PDF brochures have become a staple in business-to-business (B2B), business-to-consumer (B2C) and business-to-government (B2G) marketing. Customers arrive at prospective vendor’s sites through dozens of various marketing actions and are usually prompted to call or email a vendor if interested.
Poorly designed sites might require a trip to the “Contact” page without the benefit of a call to action. This often results in a lost customer or a poor brand impression.
Make a Compelling Sales Argument! Make it easily accessible.
As customers ponder their numerous choices to explore prospective vendors…one of the most helpful and downloaded tools is a well-designed PDF brochure that gives an overview of key services and benefits to the customer. This allows the customer to forward or print a document that makes a persuasive sales argument to the decision maker(s), or even save for their own review.
Invite your customers to take a course of action:
highly recommends all companies have a professionally designed PDF brochure of 4-10 pages to review services and offerings. An option to download or print such a document makes for an excellent “call to action” as well as an opportunity to capture prospects' contact information for follow up.
An alternative to PDF design is a FLASH presentation of core services and competitive benefits.