Page 124 - 101 Ways to Market Your Business

SMART, HARD-HITTING PROMOTIONAL MATERIAL

45 Make up an information booklet to give to
customers

I was recently approached by a large building company to
develop a marketing idea they could use to promote their
new services for building maintenance and inspection
works. During a meeting that lasted for 30 minutes I was
constantly having to stop and ask technical questions
regarding terminology of the building trade. I was fasci-
nated by the government regulations regarding maintenance
and building inspection work and the cost involved to the
property owners.

Then it dawned on me that most people would be
blissfully ignorant of the fact that extensive maintenance can
save you a fortune, even on the family home. I suggested
they produce an information booklet regarding home
maintenance in simple, easy-to-read and easy-to-understand
language. Once it was written copies could be given to
everyone.

This booklet will prove to be very informative to the
individual who wants to protect their largest investment.
The building company can promote their services through-
out the booklet, with the end result being that prospective
customers have good literature provided for free by a
company that can solve all of their maintenance worries.

Once again this concept can be adapted to virtually any
industry. Electricians could make an information booklet
about maintenance of home appliances, the local nursery
could make a booklet on caring for pot-plants, the local
butcher could give you recipes for cooking their products
(most already do) and so on.

If a booklet is too daunting, why not make up a one-
page flyer answering the ten most frequently asked questions
about a particular product or service. Advertise your busi-
ness name on the bottom of the flyer and hand it to everyone
visiting your shop.

109