How shall I give thee a booklet?  Let me count the ways!  There are many ways you can get a booklet into the hands of your customers or potential customers.  Here are just a few:

1) Hand the booklet to prospective customers at trade shows or conventions 

2) Mail it to current customers or prospects with a sales letter or holiday card 

3) Offer the booklet as a free download with a purchase from your website

4) Make the booklet a limited time offer

5) Add the booklet to one of your products as a package deal

6) Give the booklet to anyone who joins your mailing list

7) Sell the booklet as a product in its own right

8) Use the booklet as part of a two step ad campaign

9) Have the booklet added to the packages of information received by event attendees

10) Give the booklet as a reward for spending a certain dollar amount

Remember, whether you sell the booklet or give it away, it is a marketing tool.  It will promote your products and services for as long as it remains in the recipient's possession.

What ways can you think of to get a booklet into the hands of your current and prospective customers?

Up and at 'em!

Kim Hillman

CEO of Up & At 'Em Publications

www.upandatempublications.com 

If you've spent a little time on this blog you know that a booklet is only the begining.  There is so much more that can come from it in the form of other products.  But, have you thought about using a booklet as a vehicle to sell other products you already have?

Think of your booklet as the front end.  It is the main product or vehicle.  The other products you have to offer are the back end.  Often, more money is made on the back end products than on the original front end product, but the front end product is the one that get's the consumer's attention.

If you have a well written booklet, it will speak volumes to your customers and potential customers about your company.  It will say more than a brochure, because it won't be "selling" the customer anything.  At least, not directly.  Instead, it will offer the customer information that they need.  But, that customer will remember who gave them that information, and when they are ready to buy they will come to you because you or your company will be perceived as the expert in their mind.

Your company name and logo will be proudly displayed on the front of your booklet.  In the back, you might decide to print some discount coupons and a list of the products your company has to offer.  Your company's contact information will also be printed in the booklet so the customer can easily place their order.

Not everyone is ready to buy when they first learn about your company, but you can give them a valuable reminder they'll want to keep on hand.  Business cards gets lost or thrown away.  Brochures, once they're read, are forgotten because they only serve one purpose and that is to sell.  But a booklet is useful and customers hang on to them and refer to them over and over.  Each time they do they'll see your company name and logo on the front, and they'll remember you.

You can sell your booklet to your customers or give it away.  Either way it will be appreciated.  It's a soft sell approach that works.

Up and at 'em!

Kim Hillman

CEO of Up & At 'Em Publications

www.upandatempublications.com 

Why should the children get all the treats on halloween?  If you have a booklet, you've got a wonderful treat to give.  The key is to give it to the right people.

If you're a business owner with a brick and mortar kind of business, you can place some booklets in a nice basket and set them out on your counter top near the cash register with a little sign that reads, "Please take one as our treat to you."  Or, if you would rather, you can add a booklet to each customer's bag after they make a purchase.  But, what if you don't have a brick and mortar kind of business?

If you have a website you can offer free downloads of your booklet for the day, or offer it free with another purchase, "as our treat to you." 

Another way to give out your booklets is to look at all the professionals you know in your community.  Choose those professionals who might be interested in purchasing copies of your booklet to give to their customers.  For example, if your booklet was written for moms, you might look at your own children's dentist, doctor or day care center as a recipient for your "treat" and a potential customer for you later on.  You can even go to professionals' offices that you are not personally acquainted with and give them a copy of your booklet.

Each of these ideas are great ways to market your booklet.  Each person who receives a copy will either tell someone else about your booklet (or business), or they'll be interested in obtaining copies to give to their customers.  The big holiday season hits right after halloween, making this the perfect time to give out your "treat" and let others know you have plenty of copies available (or, if you don't have printed copies on hand let them know they can order them) for them to give to their own customers or clients as holiday gifts or end of the year "thank you for your business" gifts. 

Up and at 'em!

Kim Hillman

CEO of Up & At 'Em Publications

www.upandatempublications.com 

In 2006, 270 billion coupons were distributed to consumers.  That's 2,500 per household in America.  Why do so many coupons get sent out to consumers?  Because they work.  Everyone loves to get a bargain.  In fact, in America, consumers expect bargains and they see coupons as a way to get them.

When you produce a booklet, consider adding one or more coupons in the back.  This has many advantages for your company.  Here are just three:

1) It will make the booklet even more enticing to your customers because they know that by accepting it they're not only getting the booklet, they're getting future bargains too.

2) Not only will the booklet remind them of your company because of the logo on the front, it will bring them back to your place of business because of the coupons in the back.

3) Customers will recommend the booklet to their circle of influence not only on the basis of your content, but, also on the basis of the value of the bargains they feel your coupons offer them.

Not every booklet will have coupons in the back.  Some booklets may not lend themselves well to coupons.  If yours is a company that doesn't offer coupons, consider saying something in the back of the booklet such as, "Mention this booklet and recieve 10% off your next visit" or "10% off your next purchase."  This works in the same way.

Customers will always shop for bargains.  Give them one and they'll shop with you.

Up and at 'em!

Kim Hillman

CEO of Up & At 'Em Publications

www.upandatempublications.com 

Would you like your customers to refer others to you?  Aside from doing a great job or providing a great product, a booklet offered in exchange for referals can be just the thing to entice your customers to sing your praises to their circle of influence.

Start with a well written booklet that you know will be of interest to your customers.  Then, let your customers know that they can get a booklet for free just by refering one or more of their friends or collegues.  Once they give you a referal, send them the booklet immediately along with a thank you note. 

You can either offer the booklet when you get the name of a referal, or offer it when that referal uses your services or buys a product from you. 

A booklet that is given as a thank you gift when you get referals will not only be appreciated by your customer, it will continue to remind them of your company, thereby giving you twice the return for your investment.

Up and at 'em!

Kim Hillman

CEO of Up & At 'Em Publications

www.upandatempublications.com 

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