When visiting a valve company last year, the boss Lao Chen lifted the warehouse dustproof cloth, revealing a pallet of pictures and said with a wry smile, "There are tens of thousands of payments here!" Do you understand this pain? Today, let's use real transformation cases to dismantle: how to change the design and production of sample albums from "money-burning goods" to "gold medal sales".

Many picture albums lying in the warehouse of enterprises occupy a large part of the enterprise's funds. Originally, these funds can be turned into customer deposits! Where is the root of the problem? Most enterprises regard the design and production of sample albums as a "printing task": the boss sets the tone according to his personal preference, and the design piles up gorgeous renderings. The business department complains that it is "too heavy and not portable", and the marketing department has no choice but to "get out of date quickly". In the end, the customer turned two pages and lost it, and the money was wasted. Don't panic! We have tracked more than a dozen enterprises that have successfully transformed picture albums, and summed up these experiences, hoping to help you actually solve some problems.

Step 1: Dissect the content with the client scalpel. A home appliance company once suffered a loss. The original album talked about "German craftsmanship" and "nanotechnology". As a result, the dealer gave feedback: "Customers only care about saving electricity!" Later, they did two things: First, investigate the after-sales telephone recording, and find out that customers' frequent questions were "electricity bill comparison" and "installation size"; Second, bold the pain point title at the top of each product page (such as "40% more electricity than ordinary air conditioners"). The thickness of the new album has been halved, but the number of exhibition consultations has soared. Remember: the essence of designing and making sample albums is a "solution book" for customers, not for enterprises to use from Hi!

Step 2: Inject sales genes into the album. The story of a waterproof engineering construction company in Suzhou is particularly enlightening. Their old albums are luxuriously stamped, but customers always ask, "Is the waterproof data credible?" Later, the strategy was adjusted: the cover was replaced by the construction site map; The text is replaced by comparative experimental photos on the inner page (the difference in the effect of the two groups of waterproof materials soaked in water for 72 hours). These small transformations have effectively improved the circulation rate of picture albums. Here we need to understand: when designing and making sample albums, we should simulate the sales battlefield-when the customer says "think again", which page of the album can help the salesman pursue victory? When customers question quality or service, what evidence can instantly dispel doubts? Put these sales words in the picture album in advance.

Step 3: Make the album iterate like the App. A leading enterprise in the hardware tools industry in Shanghai will adjust and upgrade the product data of the existing album version before each printing. Although it is a minor change every time, some delisted products will be deleted and some new products will be added every time. And each product has an opposing QR code picture, which guides customers to scan the code to visit the enterprise applet to understand the corresponding product. This combination of boxing has reduced the printing volume generally, but the business opportunities have increased significantly.

Now let's have a quick physical examination: Does the cover of your album describe the pain points in the customer's original words? Can you see the evidence to verify your strength within ten seconds of opening it? Which order in the last six months can be clearly traced back to the clues brought by the album? If the answer is vague, it means that the process of designing and making sample album is in urgent need of surgery.

Special reminder of three hidden cost black holes: First, excessive pursuit of craftsmanship, an enterprise prints with imported relief paper, and as a result, customers feedback that they "dare not write notes like works of art"; The second is to work behind closed doors and do not visit end customers before design; The third is once and for all thinking. The market has changed but the album has not been updated for three years.

In the final analysis, the standard of a good picture album in the new era is eight words: take it out and attract a return order. When peers are still counting the backlog of picture albums in the warehouse, the awakened enterprises have put Design and make sample album Make it a "24-hour sales tool". You might as well use these three steps to make a rebirth plan for your own picture album today-after all, the waste saved is all pure profit!