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.

[email protected]

---

How Can All the Radio Stations Be #1?

Are you confused by all the information you receive from... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... Read More

Harness the Power of Direct Marketing - More Small Business Power Tools

One of the most powerful tools available to small businesses... Read More

Advertising on a Budget -- Part 2: Thinking Small

This is the second article of a three-part series. I'm... Read More

How You Can Create Advertising That Sells

A well-planned and properly executed marketing program should include a... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Cable Ads 5 Bucks!

Cable has grown from 13 houses connected together in 1948... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

3 Simple Steps to Getting Thousands in Free Advertising

Many entrepreneurs believe that they understand what public relations is,... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

10 Simple Techniques To Make Your Ad Get Powerful Attention

1. Make your ad's keywords and phrases standout by enlarging... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

Advertising - Does it Matter?

When advertising, you need to sell your opportunity, your products... Read More

What Does Your Business Card Say?

Business cards are the most underutilized and misunderstood marketing tool... Read More

3 Elements To A Deal-Sealing Classified Ad

Have you ever wondered why your perfectly fine classified ad... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

Mobile Detailers; Customer Window Displays

Mobile detailers have all types of customers, many of whom... Read More

Wheres Me Pot of Gold and Lucky Charms?

We already know this from our history books. If you... Read More

A Lesson In Advertising From The Eighteenth Century

Back in the 1760s, the great Dr Samuel Johnson delivered... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

Creating a Winning Logo

Creating a logo to get you noticed.When you're branding a... Read More

How To Make Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

What Makes A Winning Online Ad?

Most people who have been involved with sales & marketing... Read More

Can I Write and Print My Own Business Brochures and Business Cards?

If you have a computer and a printer, preferably one... Read More