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.

frauke@creativecats.com

Promotions and international sales let McDonald's wow investors while shares of Wendy's and Burger King languish amid a U.S. hunger for jobs

Indexes rose amid speculation the economy will continue to recover from the worst contraction since the Great Depression

Indexes have rallied strongly, but investor fears persist. Here's how the investing landscape has been transformed in the past 12 months

American International Group Inc. surged, leading gains by financial companies bailed out by the U.S. government, on speculation the insurer will sell more assets after raising $51 billion through deals.

Exxon Mobil, BP, and Total are investing in assets that previously weren't worth their time or money after oil-rich nations reduced access to reserves and exploration drilling faltered

Crude oil declined for the first time in three days as the dollar gained against the euro, reducing the appeal of commodities as an alternative investment.

Australia’s economy is likely to expand at or above its average pace over the next few years, stoking inflation pressures and house prices, central bank official Philip Lowe said.

The Regional Bond Dealers Association asked the Financial Industry Regulatory Authority and Federal Reserve to end reporting of so-called agency debt trades until bank-affiliated brokers also must comply, saying some are seeking to avoid disclosures.

The U.S. Securities and Exchange Commission’s top economist is leaving the agency after Chairman Mary Schapiro merged his office with another and passed short- selling rules that hedge funds said ignored financial analysis.

Proteccion SA, Colombia’s second- biggest pension fund, plans to invest 2.4 trillion pesos ($1.3 billion) in private equity in the next two years after reaching the government-set limit on stocks.

Wall Street analyst opinions on stocks making headlines in Tuesday's market

Jim Rogers, chairman of Rogers Holdings, talks with Bloomberg's Betty Liu about Greece's fiscal woes. Rogers, speaking from Vienna, says a bankruptcy for Greece would benefit the euro. (This is an excerpt of the full interview. Source: Bloomberg)

Although vacation bookings are rising with optimism about the economy, prices for hotel rooms and cruises will need time to rebound

The jobless rate in the U.S. held at 9.7 percent in February and employment declined less than forecast even as severe winter weather may have forced some employers to temporarily close.

Wall Street analysts give their buy, sell, or hold views on 10 stocks in the news this week

What Wall Street economists and strategists had to say about key developments on Mar. 5