Imagine the excitement when a prospect receives your latest brochure.
“Bill! Look at this – it’s Blue Banana’s* new brochure!”
“Really? What does it say?”
“Well, let’s see…wow! Are you ready? They’ve been in business for fifty years!” He looked at Bill. “Maybe we should talk to them about our next project. Do you have time now?”
“Wait,” said Bill. “Let me call me wife to tell her about this brochure first.”
Come on. No one really cares. You don’t think people talk about standard marketing collateral, do you?
On the other hand, more than 7 million people watched Blendtec’s video below – and that was just on YouTube. Do you think you could get that many people to look at your brochure?
The lesson is simple: if you want people to spend time on something, make it worth their while.
*not a real company
