Your Company Business Brochure should be one of the most powerful documents in your armory and its contents and image should not be chosen lightly.
But before setting about with the creation your brochure you must have clear of its purpose, it should not be designed as a glorified employment tool, however it should be crammed with technical or financial information as a catch all For any potential readers, no the company brochure's purpose is both clear and simple, it should be a brief but dynamic sales targeted introduction to your company.
Your company brochure should be designed to make readers think "This is a company I should know more about!"
Your new brochure will not be a vehicle to automatically return a signed order in response from a potential buyers desk, nor should it be targeted to do so, the brochure is an introduction and its task is to open the buyers door to your sales team such That they can ensure being at the front of the queue for not just one, but every potential sale.
So before you get to work on your content write down three simple words,
- Brief - Dynamic - Professional
These are the rules against which you must measure the success of your end product.
Now, you are the professional in your chosen industry and "brief" to the designer of a brain scanner will mean something different than to the producer of three flavors of gum.
The different markets will also bring with them a different buyer profile to which your style of professionalism must be targeted, fancy words words may be a turnoff to a small business in heavy industry, while workshop jargon may result in your cost new brochure taking a fast Track visit to the waste bin of an uptown high flyer.
Also remember that a purchaser of drill bits is essentially buying "holes" and so consider "what the customer desires to buy" rather than "what you want to sell."
Your new brochure must convince a potential buyer that his needs will best be served by talking to your company rather than one of your competitors.
So what about the brochures content?
It is a fact that people scanning a new brochure remember things best when presented in groups of threes, any less appears disjointed and groupings of a higher number of items leads to readers loss of interest, so try to describe your core functions under three main simple But powerful bullet point guidelines, for example, Services, Products, Support. These can then be subdivided again in threes if possible, by example under the heading of Products could be, Ceramics, Glassware, Porcelain.
Next consider any buyer specific features that may be relevant to any sub headings, items such as special design computer software, available in both Windows and Mac format, or disabled wheelchairs with user manuals also available in Braille.
A range of well thought out, eye catching, features can often be the key reason why your company gets through the door before your competitors, so keep your brochure content brief so that any unique and important features can be easily spotted.
Now is also a good time to beg, borrow or steal your competitors brochures to compare and contrast styles, image and content, direct copy of a good idea may be easily spotted, but a stub twist on a theme can neutralize a competitor advantage while moving You up the buyers list of potential suppliers.
So by now you have broken down your range of products and services into a number of dynamic headings and added to these a sub content as describes your companies abilities, so where do we go from here?
Well, this is where your specialist knowledge of your market and likely customer profile comes to the fore, a picture is said to paint a thousand words and so use artwork or photographs as befits your industry to conjure up a superior image in the customers mind of Your products or abilities as defined by the bullet points and features.
If you have a company business logo or company logo design then make sure this has pride of placement in a clear and meaningful way and that the style and theme of the brochure complements the image, for example double check color coordination and text fonts.
So your brochure is slowly coming to life but there is still one very important stage to be considered and that is:
"You now have to tell the reader what to do with this new information."
If the potential customer is interested by your new company brochure then they need to be told what to do next otherwise it may just sit in a file and go cold, this next stage of course you will have decided upon and you need to define how further Contact should be made.
- Telesales, you will describe your telesales cycles and ask the buyer to have his diary ready to make an appointment, you will also provide company contact details in case the buyer wishes to contact you earlier.
- The customer contacts you, make sure there is an easy way for them to do this with a highly visible number to call and if relevant a description of office hours or departments to ask for.
- Website ordering or further information systems, ensuring the proper details and information are provided in a prominent way.
Now your brochure is almost ready to go to print but for one all important short paragraph of prominent text which describes to your potential customers in plain and simple terms "Why they should have your company to work with."
These reasons could involve, speed of service, cheapest, most local, friendliest, technically specific, head office appointment or more specifically targeted to mutual benefits or group level rewards, whatever the theme remember, "People buy People First" if the potential customer wars To your company style then buying from you becomes that much easier.
Getting your new company brochure right is one of your biggest investments in the future success of your company so it is worth taking some time over or even getting help from outside as befits your own skills and budget.
Whatever method you chose - Good Luck.