How can you create a business brochure with maximum marketing
power? Or write a brochure that leaves your prospects eager to
find out more?
For starters, it's not bor-r-r-r-i-n-n-n-g-g-g.
It IS boring when it's an ego trip -- when it blabs on and
on about you and only you.
When you feature your logo, company name, and a dull list
of your products or services on your cover.
When you aren't clear about your prospect audience and their
nagging concerns.
And your business brochure is captivating when you:
- Write a brochure that focuses first and foremost on your
prospects and
- Clues them in about the results you provide -- how you make
life easier for them and solve their problems and resolve their
frustrations.
So exactly what does go into your business brochure?
1. When you write a brochure, draw on everything
you know about your prospects
What are their roaring, burning, churning problems
that just won't let go?
Place them prominently in your brochure.
What are the frustrations that are with them day after
day?
Present them in your brochure.
What are the worrisome trends that threaten the way
they've always done business?
Yes, feature them in your brochure.
What fears and desires do they have?
Don't leave them out, either.
2. Add That Essential Ingredient to Your
Business Brochure Cover That Almost Nobody Has
What's that?
A stop-them-in-their-tracks headline.
How about addressing your prospects' most troublesome problem
or problems right up front? Yes, in your headline.
- That way they grasp at once the results they can
get from you and
- They gain extra incentive to actually open your brochure
and read it.
3. Place inside your business brochure as
many ways as you can to address your prospects' problems, concerns,
and frustrations
You could, for instance, write a brochure panel that lists
"5 Critical Questions Every IT Manager (Marketing VP, CFO,
or whomever you are addressing) Should Answer." You are
demonstrating your understanding of their situation.
4. Weigh In With Proof When You Write A Brochure
Feature a case study or two relevant to your prospect's
situation and show the outcomes for your clients.
Include testimonials from others that address your
prospect's concerns.
Managers may be leery, for example, about bringing in
outsiders to outsource their services. How about a testimonial
like the one we used for a client's business brochure that says:
"...the number one consideration was that the firm be
willing and able to become an integral part of the Ace Company
team, and that it and whatever personnel it would assign to us,
must be compatible with me and my management style. ...I believe
that CDCA gets good marks in all areas."
5. Display Your Unique Selling Proposition
In Your Business Brochure
That's your passionate statement revealing what you are all
about -- which, of course, is improving life for your prospects.
To jump-start your thinking here's an example:
"You know how much it hurts you in lost time and money
when a project drags on and on past the deadline. In 17 years
in business I have met the deadline every time, and I guarantee
I'll do whatever it takes to complete the project on time."
It's not wishy-washy, vague, and boring.
Actually, it passes our SUM test -- Specific, Unique, And
Memorable. It helps to differentiate you and your products
and services from a pack of look-alikes.
6. Gain A Whole New Approach When You Sit
Down To Write A Brochure
Tap into a new system to create a business brochure that rockets
you to your desired outcome for your practice.
For
more about how to write a business brochure that
pays off . . .
