Business Tools - Your Brochure - written by Lorraine Ball

Business Tools - Your Brochure
At some point, every small business creates a brochure, but it is often an exercise in futility. Whether you are creating the brochure yourself, or hiring someone to do it for you, be sure to ask the following questions before you get started!
How will the brochure be used?
Is it used as part of an interactive sales process, sent as a follow-up to phone inquiries, as a leave behind after sales call or delivered with a formal proposal? The primary use is important as you decide how much content really needs to be included in the brochure.
For example if it is primarily used as a sales aid bullet points and discussion questions to prompt the conversation are very effective. In contrast, if it is going to be mailed in response to a phone inquiry, significantly more detail is required.
Are you trying to generate repeat business from existing customers or is your goal to attract the attention of a new client? New clients will need more information about your firm. Existing clients just need to know what's new. Good creative begins with a plan .... Define your objective up front, and then write your copy with your objective in mind.
When you try to create one piece of literature for every purpose, from home shows to sales calls, you end up with something which does nothing well.
How will you grab your reader's attention?
One of the most common mistakes companies make is leading with their name. If you haven't caught the reader's attention by speaking to their needs, problems or desires, they won't care about your name.
Consider starting with a provocative question or declaration, an appeal to the emotions, needs and wants of your customer, or a benefit-laden statement.
Two of our favorites: Both for heating contractors who were comfortable with a slightly edgy approach ...
- The first featured a photo of an woman bundled in sweaters and scarves, blowing on her hands to keep warm. The headline: IF YOU WON'T KEEP HER WARM ... WE WILL.
- The second featured a man, bundled in parka and ski mask. The headline: THIS IS OVERKILL FOR THE LIVINGROOM!
In both cases the cover was funny and interesting, and curious consumers were willing to open the brochure to learn more.
Who is the brochure created for?
This is not a trick question. Your answer should roll off your lips instantly: the client! It seems obvious, but many companies make a serious error by focusing on the company instead of the needs of potential customers.
Here's a quick way to check your brochure for the correct focus: Circle every "you" with a red pen and circle every "we" or "I" or mention of your company's name with a blue pen. There should be a lot more red than blue on your brochure. If not, it is time to revise, revise, and revise

Lorraine