Far too many service based organizations focus on creating marketing inserts that are supposed to entice the prospect into buying whatever it is they are selling. Far too many organizations justify their terrible marketing inserts by saying, “this isn’t supposed to sell us or our services, they just complement them.” Then don’t even bother doing them!

Marketing inserts should not only complement your organization and services but they should be another weapon in your arsenal that puts the buying criteria in your favour. So what do you focus on and how do you start building compelling marketing inserts?

Start by focusing less on what it is you do and on what the clients gets from your services. Heard this before? I wager that if you have heard this before you still haven’t addressed it yet, or you have and it’s terribly done. What’s going to help you do this is by putting yourself in the customers shoes and think about what you want to see and write it out. By putting yourself in the prospects shoes it will help you focus on what your prospect really wants to hear. I bet your prospects don’t care that “you’re a leading organization with clients all around the world and work to develop trusted partnerships over time.” No one cares about that!

This is only one way to build strong inserts. When implementing a few emotional marketing strategies you’ll be able to take bland inserts and turn them into compelling weapons that pull the buying criteria in your favour. Follow along to hear the other strategies on how to create compelling inserts, I’ll be writing more on this all week.