Given our recent work with Coverzone and their 2018 business and consumer brochure we thought we would have a look back at an article we put together on the importance of a well-considered and designed brochure.
Brochures that are designed and produced well, are one of the most important marketing tools for your business. A company brochure is just as vital to your business as your most basic marketing tool – your business card.
We like to highlight Coverzone as a client for the purpose of this article. Coverzone really see the value in their brochure, they consider the process at great length and employ countless professionals to execute a well thought out strategy. They are hands-on and involved in every element of the project, allowing us all to deliver a final product we can all stand proudly alongside.
It is your opportunity to create a lasting impression. Make sure that it is a good one.
Sells the credibility and capability of your company to establish trust with your prospective customers. A corporate brochure enables you to project your credentials in a positive way and outlines the benefits to anyone using your company. It should highlight your strengths and deal with any queries that a prospective client may have. It should leave your prospect with a lasting impression of your company and a desire to know more about you.
Sells the benefits your prospective customers will experience if they choose your product.
A sales brochure provides focus on a single product or brand and the options available. It ‘shows and tells’ your prospective customer why they need it and the benefits they will have in purchasing your product rather than that of the competition. It should leave your prospect with a lasting positive impression of your product and a desire to know more about it.
Product or Service Directories
That put your portfolio online with an easy to use format so that your customers know what products or services you sell.
Product or service directories must provide the reference material your customer needs to know when making a purchasing decision. It should be a comprehensive technical manual detailing your main product or service specifications and include any diagrams, photos, etc that help your prospect to choose the right product or service.
Most important of all it should be designed with your customer in mind – how will they want to use it, what ways do they want to search for product or service.
Project a positive image to stakeholders and potential investors.
Financial reports are often a legal requirement but have the power to present your company in a positive manner even if the content isn’t such good news. They can project your aims and ambitions and reflect the image of the company you want to be. The statistical information can be presented in an interesting and graphical manner so that the dynamics of what you are about are delivered in a consistent message on every page. It must provide the reader with the understanding of your company’s current position and sell the destination that you seek to achieve.
Why you can’t mix and match these brochure types
When companies try to combine these functions with a ‘one brochure fits all’, they often end up with a confusing document that you can be certain is difficult to read. If it isn’t being read then it can’t do its job.
An acceptable combination of two or more types is often seen in a corporate folder brochure. This works best if the folder carries the corporate information and focuses on selling the brand (i.e. the benefits of dealing with you as a company). The pocket then holds either product or service specific information, it can also hold special deals, sales sheets, price lists, etc.
How and when to use your brochure to gain the maximum impact
You can use your brochure with an introductory mailer – This will need a powerful sales letter to accompany it so that the prospect has a reason to take the time to read it.
A ‘leave behind’ following your initial sales call – Even if you have mailed out a copy in advance of your meeting, it is always a good idea to leave another copy as a reminder.
A response mechanism – fulfiling requests from potential clients for literature, either in response to an ad or a phone enquiry.
The key to the successful use of your brochure is planning and research, find out what works and why!
Research the Competition
Get hold of your competitor’s brochures, pick out the points and techniques which you feel best to communicate the sales message you have.
Determine your Budget
This will depend on:
Quality – This can be based upon the quality of brochure your competition has produced. If your prospective client has to present their research to a higher authority how would you want your brochure to compare?
Quantity – The quantity should be based upon how many you will realistically use within a year (or to sell the product you have – for instance, we produce a brochure for a housing developer who typically only has ten houses at each development, we find that fifty brochures are all that they usually require.)
Determine what you want your brochure to achieve.
Listed above are the four main types of brochure but there are many kinds of brochures and their look and feel are completely determined by the job they must do. Keep your brochure focused on the main points of the message you want.
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