Technical products need special care where sales literature is concerned. There is always a risk, with technically complex products, that the specifics of the technical design will dominate the discussion and submerge the sales arguments. In this example, any mention of a technical feature is always accompanied by a discussion of the benefits that are derived. Customer feedback is provided, from three independent sources, and the rear page is dedicated to the last of the four page document.
In this example - a cryogenic pump for the transfer of liquid nitrogen under controlled pressure - attention has been paid to the graphics as well as the written content. A picture is indeed worth a thousand words, but only if the image is clear and properly illustrates what is happening. Here, photo-graphix - a combination of photographic images with illustations - is used to provide a cut-away of the inside of the vessel to show a heating element vapourising the liquid.
It is very important to maintain a consistent brand image. Prospects and customers are becoming overwhelmed with information and are spoilt for choice in most commodity decisions. As the number of choices increases, so the time prospects are prepared to spend making a decision reduces. A consistent image helps in a number of ways. A strong logo helps the brand to be remembered and consistency across all publicity media, signage, sales brochures, letterheads etc. giving an impression of a strong reliable company.
Typically A5 in size, double-sided and in full colour, for maximum impact flyers are an excellent, low-cost way way of getting important sales messages across to prospects. Flyers can be used at exhibitions and presentations or can be sent as direct mail shots to targetted markets. The message needs to be clear and to the point so that the prospect sees the benefits quickly, before they get bored. There should always be a follow up area and a call to action, to encourage the prospect to act immediately.
There are several advantages to using electronic catalogues and brochures in preference to printed versions...