Today’s Tip
Best Practice: Rack card versus a brochure. Today people scan first then read. Less is better. Use a rack card to inspire them to call you.
Today’s Article: Brand Implementation: Rack Card versus a Brochure
Today people feel they have less time to get everything done. With the introduction of computers and new technology, everything is changing even quicker and our world has sped up. Not only has the world sped up, but we have more choices now then ever.
Example: It’s been estimated that there are 1 million SKUs (standard stocking units) in America. An average supermarket has 40,000 SKUs. An average family gets 80 to 85 percent of its needs from 150 SKUs. Consumers do not connect with 39,850 items in the store.
To get a prospects attention today, simplicity, clarity and convenience are even more important. Just like an elevator pitch that needs to be under 10 seconds, you have less time in print to connect with people. Use a rack card – less is better.
The main reason for a brochure or rack card is to get them to call you, email you, visit your website or social media, use your shopping cart or walk through your door. Focus on what you want them to do and inspire them to do it. In writing your copy, use words and phrases that people use when they search on the internet for what you sell. The best source of information to help them make a “buy decision” is not the brochure or rack card but connecting with your company.
What is the difference between a brochure and a rack card?
The standard brochure is a tri-fold. It is a piece of paper stock that is 8.5×11 inches and folded two times so you have 3 panels on the front and three panels on the back for copy. The rack card is one-third of an 8.5×11 inch piece of paper stock. So you have one panel on the front and one panel on the back for copy.
Since today people feel they have less time to get everything done, make it easy for them to connect with your company.
Create a rack card that is easily scannable by a person and inspire them to reach out to you. Since the rack card only has two panels versus the 6 panels of a brochure it is quicker and easier for them to scan and read to find what they want. Do not forget to use the top front of the rack card to make that first visual connection with the rack card title. Make sure the rack card title can be easily seen in a brochure holder.
When looking at designing a rack card title do not forget what people (demographics and psychographics) are searching for and what they are willing to pay for it. Remember there are three pricing strategies: below market (low price), at market (more value, higher price) and above market (luxury, status or prestige).
Rack Card Title Examples:
Stay for Less in Miami Beach – below market (low price)
Miami Beach Waterfront Hotel – (more value higher price)
Five Star Miami Beach Hotel – above market (luxury, status or prestige)
Connect with the Customer
The key to connecting with new business is understanding who they are, what they want, how you meet their need or desire and what price they are willing to pay. Pick the right pricing strategy, the right rack card title with the right branded message(s) to attract new customers and keep repeat customers.
Action Step: Make a decision what is going to be the best way to connect with your customers, will be it be a rack card or a brochure? Inspire them to make a “buy decision” by connecting with you on the phone, by email, on a shopping cart, or walking through your door.
Rack Card or Brochure Printing Service
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