In the corporate world you’ll commonly find organizations selling their services through pretty, glossy promotional inserts. But the question remains, are promotional inserts all that effective? We’re all taught to focus on the customer and not on ourselves, we’re taught to be benefit driven and we’re taught that it’s not about us but the client. So how does this fit into the big picture of promotional inserts?

With 100% of the inserts that I have read they all focus on what the business does by highlighting the services and what makes them so effective at achieving goals for a company. This is what the company wants and this is what they’ll get, however, is there a better way to communicate to clients what they do? I believe there is.

First, why do organizations create promotional inserts? What’s the purpose? They are created so the company can sell its best side to the client and so that the client understands what the company does. This is alright in some cases like government agencies and community programs but for organizations in a red sea of competitors being unique is critical to succeed. So if we’re trying to be unique why not highlight what has already been done for clients instead of what can be done? By doing it this way there is a shift that occurs, it goes from focusing on just what the business does to results the business creates for its clients. A HUGE shift!

The Take Away!

Emotional Marketing is all about building credibility by becoming more human and less of a robot spitting out common business terms that are hard to follow. It’s about becoming a powerful communicator and standing out, so instead of playing around with the wording of how to best sell your services why not focus on building inserts around success stories, references, and client testimonials? If prospects want to know more about how to achieve those results don’t leave that to an insert to explain, that’s too important to place in an insert. That’s the job of the salesperson, that’s what they’re getting paid to do, to know the services inside and out and how they can be used to achieve great results for the prospect.

Instantaneous credibility can be built with a prospect by focusing on what your services have already done to help other businesses with similar or unique problems not by focusing on your services and what they can do.