Let's face it - most brochures go straight into the bin. But if you know the big mistake to avoid, as well as the secret to make people keep your brochure - and read it, over and over again - you're laughing.
The big mistake I'm talking about is that brochures too often focus on the company itself. They describe, in great detail, the company's commitment to excellence, how pro-active the company is, how many awards the company's products or services have won and how innovative they are.
Prospective clients, of course, couldn't care less.
Prospective clients want to know what's in it for them. They want to improve their bottom line. They want to make their lives easier. That's what's important to your clients. To get their business you must fulfill their needs. And that's what your marketing materials must communicate - how you can help them. And don't just tell your clients about the benefits of your services - show them. Nothing is more convincing than a good demonstration of how you can help. So use your company brochure to do just that.
By offering information your client can use, you'll demonstrate the benefits of your services and create a "value added" brochure. The more useful the information, the stronger your demonstration will be. For example, if you're a web design company, include a section: "Top 7 Questions to Ask Before You Hire a Web Designer". Then outline problems bad web design can create. Explain how your client can spot inferior service. If you're a printer, give some advice on "How to Get The Best Results From Your Printer", possibly with tips on formatting text and graphics.
A "value added" brochure accomplishes several goals:
1. Your prospective clients will keep your brochure. Your name will be in front of them every day of the week.
2. By providing free, useful advice, you start building a relationship based on trust.
3. You establish yourself as an expert in your field. If your prospective clients have questions, chances are they'll get in touch with you to ask.
About The Author
Frauke Nonnenmacher is a copywriter who specialises in clear, easy-to-understand technical copy and educational materials. For more information, please visit her web site at www.creativecats.com.
There are many uses for promotional items. This means that... Read More
Here is my personal list of things to do at... Read More
Business cards are the most underutilized and misunderstood marketing tool... Read More
Question: What do you think the most important part of... Read More
First and foremost - You should identify your target market.... Read More
Back in the 1760s, the great Dr Samuel Johnson delivered... Read More
So you've decided to run a print ad in your... Read More
From my experience, I've been on many discussion groups and... Read More
Every time you hear someone say "May I have one... Read More
If you're interested in improving the selling results of your... Read More
An effective way to gain company recognition is to order... Read More
One of the most powerful offers you can use in... Read More
A professional business card says more about you and your... Read More
Larger companies have learned that collecting art adds something special... Read More
Depending on whom you ask, you will get told many... Read More
Lets examine the use of Giorgio Armani Company's advertisements for... Read More
If you own a small business you should consider ways... Read More
Organized your pencils and pens lately? Sorted your clothes into... Read More
New Age Media Concepts issues its first article... Read More
Have you ever seen an ad on television that was... Read More
John Wanamaker, a 19th century entrepreneur, once famously made the... Read More
This is the second part of creating your own business... Read More
Typical methods of advertising-newspapers, radio and television are effective if... Read More
Believe it or not, there are plenty of opportunities out... Read More
Stand Out in Ways that Matter to Directory Users A... Read More
The most basic answer is the same answer as to... Read More
Radio advertising vs. television advertisingMany new advertisers assume that they... Read More
If you own a mobile detailing business or mobile car... Read More
Let's face it - most brochures go straight into the... Read More
If you want to sell more ad spaces, you must... Read More
What if you can understand and control your customer's mind?... Read More
Research would indicate that consumers don't know what they're thinking.... Read More
So many of us who have decided to do business... Read More
Every time you hear someone say "May I have one... Read More
Today in the Business world whether online or off, it... Read More
Product publicity is the "secret pathway" to business success... Read More
Most small businesses do not have a high powered advertising... Read More
Question: What do you think the most important part of... Read More
Not everyone is aware of what are text adverts? Text... Read More
"The more things change, the more they stay the same".... Read More
Cable has grown from 13 houses connected together in 1948... Read More
Every year thousands of online businesses fail. None of them... Read More
Many people in business lay-out (design) their own ads. That... Read More
What is the golden rule of internet advertising?Give, so you... Read More
Are you confused by all the information you receive from... Read More
Admittedly, I have not seen your advertising flyer. Then again,... Read More
The most common way to drive people to your business... Read More
Here's a great lesson that applies to direct mail. Ready?... Read More
When advertising, you need to sell your opportunity, your products... Read More
Today's online marketplace is extremely competitive. People want to market... Read More
Do you remember how proud you were the first time... Read More
We all are looking for ways to market our businesses... Read More
Many entrepreneurs believe that they understand what public relations is,... Read More
It is very important to realize that persons buy from... Read More
So many business people neglect this valuable asset that may... Read More
Typical methods of advertising-newspapers, radio and television are effective if... Read More
Your marketing and advertising won't be effective if your potential... Read More
You can turn your vehicle into a rolling advertisement. Costs... Read More
There are many uses for promotional items. This means that... Read More
Remember, as a child lying in bed and listening to... Read More
Big businesses get instant credibility with their well-known company name... Read More
Larger companies have learned that collecting art adds something special... Read More
What if you can understand and control your customer's mind?... Read More
You offer a reliable, quality service. You know that if... Read More
I have been reading articles on increasing sales using search... Read More
You may be aware that in a basketball game the... Read More
Advertising |