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Advertising Resource Center |
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Double the Effectiveness of Your Company Brochure
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.
MORE RESOURCES: Student debt snares parents, putting retirement at risk Sept. 1 (Bloomberg) -- Funding your child's college education is on many parents' mind. With college tuition costs rising each year, there's reason for concern. So, before starting a savings plan, make sure to do your homework and pick the investment option that's right for your family. Mitt Romney’s statement that the “very poor” don’t concern him comes as the portion of Americans living in deep poverty is the highest in 35 years Vigorous debate on the value of state backing Chinese Premier Wen Jiabao raised the prospect of contributing to the euro-area’s bailout programs, telling Chancellor Angela Merkel that China may be prepared to assist in resolving its debt crisis. Reserve Bank of India Deputy Governor Subir Gokarn said the monetary authority will cut borrowing costs once it’s confident inflation will keep slowing. Royal Bank of Scotland Group Plc, which accused a fired Singapore trader of manipulating London interbank offered rates, had condoned such behavior and sought scapegoats in an internal probe, the former employee said. Japan Inc. is suffering and the supply chain is bearing the cost. The U.S. labor market recovery is broadening as industries from construction to retail to manufacturing added workers in January and the jobless rate fell to the lowest level in three years. Feb. 3 (Bloomberg) -- Douglas Creutz, analyst at Cowen & Co., and Paul Kedrosky, author of the Infectious Greed Blog and a Bloomberg contributing editor, talk about the relationship between Zynga Inc. and Facebook Inc. They speak with Cory Johnson on Bloomberg Television's "Bloomberg West." (Source: Bloomberg) Advertising campaigns aren't only being designed for TV anymore, the Super Bowl has gone high-tech The day's top ten most important stocks include Estee Lauder, Research in Motion and Zynga Feb. 3 (Bloomberg) -- Steen Jakobsen, chief economist at Saxo Bank A/S, discusses the outlook for Europe's sovereign debt crisis and the U.S. economy. He speaks with Susan Li on Bloomberg Television's "Asia Edge." (Source: Bloomberg) The social network may be valued at $100 billion, or 100 times profit Buyout funds see profits in turning foreclosed homes into rentals |
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