One of the ways I find new clients in my local area is by picking up brochures I see when I’m in a place of business, or a grocery store, etc.

The other day I found one for a health-related business. The entire brochure seemed to be focused on discounts, discounts, discounts.

On the inside, a list of products and photos containing a bunch of medical lingo that most people aren’t going to bother reading. All the product info was clearly straight out of the catalog.

Yet this brochure was sitting at the “Place an order” window at a pharmacy inside a grocery store. Clearly, it was pointed at the consumer, not the trained health care professional.

So why did they include all that medical lingo? Zzzzzzzzz.

The one thing that was of use in the brochure was a section where they answered the obvious question: Why should someone buy this stuff from them?

Here’s a summary of the list:

• We want to sell you the stuff you need at the best price.
• We want you to have a choice of brands/products.
• We carry all kinds of stuff at lower prices.
• We are owned by someone who has been working in this field for 8 years. That one, with some work, was actually useful.
• We deliver (again, useful and important).
• We offer internet pricing but we’re a local business (good point, needs some work).
• We can deal with your insurance company.

What in that list would make you change where you buy prescriptions, health care, equipment, insurance, or anything health related?

Their experience, which they didn’t elaborate on nearly enough, the delivery and the insurance.

Think about what your clients WANT, not just what they need.

What’s the biggest problem they are dealing with that you can solve? Is it front and center on your sales materials?

In the medical field, they want someone who knows their stuff. They want someone who will hand it to them on a silver platter. They’d be happy to never again have to deal with insurance forms. They want to deal with someone who treats them like a family member would. They want to be able to depend on you, even if they are cynical enough to expect that you won’t.

Even if you aren’t in medicine, most of these things apply (insurance being the one that probably doesn’t).

Are your sales materials leaving people with the right impression?