Company and product brochures are a very necessary part of any marketing mix. It’s a shame they are also so often found to be designed poorly or worse, not exist. Consider these different approaches when developing your brochure and you will be on your way to an effective tool to help promote your business:
The Customer
Let your customers sell your products! Create a brochure as a collection of different case studies that talk about your products and services. Include testimonials from existing customers who are happy with your products and services. Case Studies and testimonials are the most powerful tool available to both sales and marketing. Imagine weaving this element into your Company Brochure. This will allow your prospects to see how your products/services can take care of their needs as told by customers who have experienced it for themselves. Now that’s powerful!
The Target
Remember your audience! It seems like an obvious statement, but we all know how easy it is to get caught up in writing beautiful copy and marrying that with a striking design. While those are important elements, is that what your target audience cares about? Are they engineers that are more interested in technical details, or are they executives who only want the bottom line? Make sure you incorporate a design that delivers impact by providing the information that hits upon exactly what your audience most wants.
Would you be better served to develop a multi-page booklet that includes technical information and samples? Or are you better off developing a tri-fold brochure that quickly delivers the bottom-line benefits for your customer? Considering your audience as you choose a design for your brochure will often spark a unique idea that sets you apart!
Brochures can take some time to design and create. Yet as marketers and sales professionals, we understand their importance in our ongoing efforts.
Delivering a brochure that sets you apart from the competition begins with looking at it from a new point of view. Not only will you be able to deliver the first impression you’ve been looking for, but you’ll also be creating a powerful tool that will be used throughout your sales process!
