Creating Sales Literature That Sells

Furniture World Magazine

Leather furniture is being heavily promoted at retail. Well-designed promotional pages and catalogs draw attention to the selling features of leather with a variety of graphic techniques. Used together, these "tricks of the trade" result in a sales piece that excites potential customers and brings them into the retail outlet. It's not as easy at it looks, however. Sales literature must communicate to the customer in a way that makes that customer want to buy. It must present a product selection in a comprehensible, esthetically pleasing format. Key sales points must be highlighted. A carefully thought out sales piece will generate traffic and boost sales past target figures. It becomes a silent and effective salesperson. What's the difference between a good and a badly done sales piece? Let's start with the right way to do it. First, showing more products on the page immediately increases the sales impact. Showing too many products in the space, however, can have exactly the opposite effect. A cluttered appearance, too-small type for product descriptions, too little description to intrigue buyers and convince them of the product's desirability, and products and descriptions that don't relate visually will all result in a sales piece that's ignored. One glance will turn the customer off. If it isn't instantly understandable, potential customers won't take the time to analyze the fine print and sort out the advantages for themselves. It's a world of instant gratification. If the sales piece doesn't communicate instantly, it's ineffective. Selecting just enough vs. too many products isn't such an obvious decision, either. The decision represents an ongoing point of contention between manufacturers and retailers. The manufacturer, who is concerned with his physical products, wants to show as many of them in any given piece of literature as the space will hold. If four examples are good, then eight are better. In fact, why should any part of the product line be eliminated? If the product appears on the sales piece, the retailer will have to stock the item. It doesn't matter if the pictures are small. At least they're there. Retailers, on the other hand, are making product selections based on a different agenda. They may be planning a sales event on a theme. Or they want to draw in customers with a known "favorite" at a special price. Or they have a product layout in mind that they feel is attractive, which doesn't require many products, and which they feel will work very well to achieve sales goals. They also have space requirements for sales copy, price points, and theme-related graphics. When a company like ELS Marketing and Design, Inc. creates a sales piece, they walk a diplomatic line between the two sets of influences. They work very hard to ensure that the "two heads" are indeed better than one as they find workable solutions that accomplish the sales goals of each party. The demands of each party, and the reasons for them, are listened to carefully. Compromises are arranged. New solutions are presented. Final solutions are reviewed and double-checked so that everyone involved is satisfied that the sales piece will do its job. Not necessarily good for the stomach lining, this conciliation of opposing ideas leads to successful sales literature in the long run. What makes a sales piece effective? What are some tricks of the trade for sales material that brings in the customers? Here's a list: More products per page It's true that the more you show the more you sell but, as noted, if you show too much, the piece won't work. Keeping the overall layout "clean" is important. The page must look easy-to-read. One way to visually separate a large number of items is Use of dark and light areas Juxtaposing products on a light background with products reversed out of a black ground immediately breaks the page in comprehensible sections. Each area is clearly defined and delivers its own sales message. Again, care must be taken. Creating a visual checkerboard will defeat the purpose. Color Colors are wonderful tools to separate, highlight, and please the eye. Dark backgrounds lend drama to a setting. Colorful screens under prices, for example, highlight the copy and draw consumers' eyes to the important information. Color bars that border photos add punch and encouragement to buy. Which colors to use are determined by the products. They may complement the photos for a subtle, sophisticated effect or contrast the products to make a bold, eye-catching statement. Descriptive product copy is typically printed in black or as white letters reversed out of a dark ground. Color is an accessory, not part of the serious selling information. Red Except for the color red. Red highlight savings. Bright red pricing information captures the eye and dramatizes the important savings. Red is the last color to be added to the sales sheet to ensure that it emphasizes the key prices. A color scheme that does not allow for the red highlights will have to be readjusted at the final stages. Accurate, well-written product descriptions Like tiny advertising campaigns, the product descriptions must clearly and succinctly communicate. to the reader all the product features, and implied benefits, being offered. Each word must be chosen carefully to describe the product exactly and answer anticipated questions from potential buyers. Special-feature call-outs A product may offer desirable features that are not readily discernible in a photo. Or, the feature may be obvious but additional emphasis makes selling sense. Colored areas that contain the key information can be positioned strategically near the product photo to reiterate the benefit and the selling point. Well-thought-out sales pieces can make a significant, quantifiable difference in sales results. Potential customers respond to a visually pleasing catalog page or sell sheet that answers their questions and stimulates their imagination. Think of a well-done page as the smile on a face that people instinctively respond to in a positive manner. They feel welcome. They feel free to open their minds to what is being offered. They feel encouraged to consider what's before them. That's the job of the selling piece -- to communicate and entice, to open the door. The rest is up to the retailer. KLAUS WEGNER Klaus Wegner's work experience encompasses over 30 years of consumer goods retailing. Currently a principle with ELS Marketing and Design in Greensboro NC, Wegner started his career with Jordan Marsh in Miami FL. He started as a stock clerk (just like in the movies), became sales manager, and then housewares buyer. Wegner was involved in every aspect of a major retail sales organization during his l2 years with Jordan Marsh. Wegner's next career move was joining Farberware, headquartered in the Bronx, New York. With sales in excess of $l25 million, Farberware was one of the largest manufacturers of stainless steel cookware and small appliances in the world. Klaus joined the corporation as area/zone manager in l972. He covered the Southeast from Atlanta. He was promoted to Southern regional sales director and then to VP/Eastern region in l988. The following year, Wegner was named VP/national sales manager of the corporation. When Farberware was purchased by Syratech in Boston MA in l996, Wegner moved up to senior VP of their Farberware Home Products Division. Wegner joined Ed Stewart and his young company, ELS Marketing and Design, in l997. They had met l0 years previously when Wegner was at Farberware and Stewart was an advertising exec on the Farberware account. Wegner's retailing and sales experience in housewares, small appliances, luggage, and tabletop goods was an ideal complement to Stewart's background in catalog development. Together they're creating a dynamic merchandising organization to serve the promotional needs of a growing list of manufacturers and retailers.