Fans of championship boxing know that a staple of the sport is
the introduction of the fighters by a ring announcer famous for his
adrenaline-inducing words "Let's get ready to
rummmmble!" Causing that kind of a rush on paper
isn't easy, but this example teaches a lesson all entrepreneurs
must learn: Introductions--especially in advertising--need to get
the juices flowing for readers to perk up.
That's my message to Lee Tubbs, who wrote recently with a
request for a brochure makeover. Tubbs owns Enviroguard Inc., an
environmentally friendly pest control service in Chattanooga,
Tennessee, whose distinction needs more play on the brochure's
cover. Offering an alternative to chemical warfare, Tubbs says in
his piece, "Where treatment is required, nonchemical
procedures are utilized in combination with low-impact
baiting???" These words show a sensitivity that prospects need
to know about, starting right up front. Promoting that difference
simply can't wait until the inside of the brochure if you want
to maximize the readers' first impressions.
Imagine a prospect with little time on his or her hands sitting
down with three or four brochures splayed out on the coffee table,
trying to decide in an eye-blink which to consider. If the
Enviroguard piece is among them, it's got only Tubbs' name
and phone number and a symbol of a flower to invite the reader in.
This is not all bad because the flower hints at a more sensitive,
benign approach to solving the problem, and the
name--Enviroguard--also says the company is not just a wanton
killer. But the covers on competing brochures likely beckon with
more flair. Although Tubbs' brochure needn't match the
others in slickness, it does need to stand up and be counted.
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To do that, I would keep the flower symbol but add a headline
that says "Finally, People- (and pet) Friendly Solutions to
Pest Control." This would be followed by a subhead that says
"Protection for you and your loved ones, while eliminating a
nagging problem." With these few words, the unique selling
proposition is set up, giving Enviroguard an appealing point of
differentiation. The new cover is now more competitive. Remember,
no matter how compelling and motivating the message is on the
inside, you need to have a strong sales pitch on the cover to draw
the prospect in to read your complete story. This is not
optional--it's compulsory.
Before:
There is a little "flower power" to this cover, but it
needs a selling message.
1. The symbol of the flower,
combined with the name, says that Enviroguard takes a more benign
approach to pest control.
2. Only on the cover of an
annual report would you put just your company name. This is a
promotional piece that requires some salesmanship.
After:
This cover now has some salesmanship on the outside to motivate
readers to look inside.
1. This headline targets
prospects who want this nasty business handled without poisoning
the environment.
2. The name of the company
is not necessary or recommended here. It's more important to
say how the reader will benefit.
Jerry Fisher is an advertising copywriter, consultant and
author of Creating Successful Small Business Advertising
($39.95), available by calling (800) 247-6553. If you'd like
Jerry to consider your materials for a makeover in this column,
send them to "Advertising Workshop," Entrepreneur,
2392 Morse Ave., Irvine, CA 92614, or contact Jerry via America
Online at Jerry228@aol.com
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