Services > Brochures

Make a first impression that sells

First impressions are critical. Your corporate or service brochure is often your prospect's first exposure to your organization.

The first impression you make on clients affects:

• Your image as a leader.
• Your opportunity to make a sales call.
• A prospect's ability to properly qualify you as a potential vendor.
• Vendors' opinions and what they tell your prospects.
• Your employees' self-image and morale.
• Prospective employees' interest in your firm.

Among the influences that can result in a strongly positive first impression are:

1. Your product, service or cause. Strong design and well-written copy sell great products and services much more effectively than a weak effort. If you're a strong organization that is selling commodities, tone down the marketing design and play up the copy. Your message is what counts.
2. Design. It should fit the product, service and your prospects. Skip the glitz and don't try to be something you're not. Do be clean, clear and serious.
3. How you describe your product, service, cause and your organization. Be positive, spell out the benefits, avoid hyperbole.
4. Your prospects. Choose the appropriate venue for your audience. For example, when you are selling a Lexus, you offer slick Lexus brochures. When you are fundraising, show you are using your funds wisely and economically.

Your corporate brochure should be benefits-oriented and market-specific. An effective brochure tells prospects why they should use your products or services and how they will profit from your quality.

Sell your expertise. Show your service mindset. Promote your strengths. And brandish your ideals.

Make prospects want to do business with you.

Promote your:

• Leadership
• Creativity
• Services
• Products
• Technology
• Customer support
• Flexibility
• Turnaround time
• Cost-effectiveness
• Use of technology
• Experience
• CEO
• Clients, current and past
• Employees
• Vendors
• Market research
• Communications
• Location

Give away some expertise. Help prospects learn how to buy your services and products. Persuade your prospects there's good reason to read your brochure.

Tell them what to look for in selecting a vendor or employer.

In the process, you tell a lot about yourself and how you serve your clients and customers.

The Business Word employs talented marketing consultants, editors, writers and designers. In addition to brochures and collateral materials, we produce client and employee newsletters, special reports, fact books and employee manuals. We also ghostwrite speeches and articles.

This promotional piece and Web site are some of the most public samples of our work.

We will help you plan, write and design a brochure that will make a lasting impression on your prospects.

When you hire a firm to write and design your brochures, ask for samples of work they've done. Look for writers who know your business or can learn it quickly. Give your writer and designer specific instructions. Try to articulate as specifically as possible what's in your mind's eye. Tell them your budget. Describe your readers. Let them know how your brochure will be used-Will it be mailed? Included in a media kit? Handed out at trade shows? Distributed by your sales people? Placed in display racks? Photocopied by customers? E-mailed?

When possible, show your creative team other organizations' brochures that you like, even if they have nothing at all to do with your company or industry. This will save you time and help you produce the look and feel that you want in your brochure.

The more specific and focused a brochure or product specification sheet is, the more effective it will be. When you are serving a small market and have only a limited budget, we can help you achieve your goals with creative designs and copy.

For information and free a free consultation, call Don Johnson, Chairman of The Business Word, 303-967-0129, or Susan Alt, President, 303-967-0128.