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Company Brochures
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 sent as a follow-up
to phone inquiries, left behind after a sales call, or delivered with a
formal proposal?
Are you trying to get more
repeat business from customers who already know you? Or is your goal to
attract the attention of a new client? Define your objective up front,
and then write your copy with that in mind.
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.
For whom is the brochure
created?
This is not a trick
question. Your answer should roll off your lips instantly: the client!
That seems simple, 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, revise
Free Feedback
Interested in a second
opinion? Send me a coy of your brochure and I will give you a few tips
on how it can be change or improved.
Send your brochure via fax
to 317-879-0876 or via email to
lorraine@roundpeg.biz
A
twenty-year veteran of corporate America, Lorraine is an accomplished
marketing professional, who has won regional and national communication
awards. She is a certified teacher, facilitator and college instructor.
Lorraine Ball is a frequent guest panelist featured on "Sound Advice,"
the popular online audio program from What's Working in Biz.
Her
articles on marketing, team building, and business development have been
featured in Contracting Business, The New York Forum and The ACH&R News.
In addition, her books: "The Entrepreneur's Notebook" and "The
Confessions of a Networking Junkie" are quickly becoming "MUST READS"
for new business owners.
Today, her company, Roundpeg
http://www.roundpeg.biz helps
small business owners discover the secrets to big company marketing!
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