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Free Business InformationBrochures. Are yours portion or pain your company?
by:
J K Inwood
Web Design Graphics Copywriting Kirwood Inc., Web Design, Graphics, Copywriting
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brochure design
Corporate Brochures:
Are Yours Portion or Pain Your Company?
Please contact us at (519) 439-8884 or Email to discuss your particular booklet or copy writing requirement.
How Nice Are Your Company's Brochures?
Desk Top Publication software system does not solve your copywriting and professional design/layout problems any more than owning a wrench does you a qualified mechanic.
Do you find yourself reluctant or even as a tad contrite once
you hand out your company's brochure? Are you unhappy with it, but not sure why? If so, chances are you need a new brochure. But before you leap into that project, consider several of the points that follow. A little thought and planning now wish go a long way in the production of a booklet which several projects your corporate identity and pictures positively and is a booklet of which you can be proud.
Why Do You Even as Need a Brochure?
First and foremost, a booklet is just as important and basic a tool as your business card. However, wherever
your business card just introduces you as an individual, your institution booklet introduces your entire company. It is like an executive summary of your operation and offerings. It is an important marketing and sales tool, one in which you can do a little bragging and unashamedly present your credentials in the most favourable light. It is your chance to create a lasting impression. Do sure that it is a nice one.
A Nice Booklet
is essential to the success of your business. It must be brief. It must effectively communicate the most important fundamentals just about your business and your products or services. It must communicate with, reach and come a prospective client who, you must assume, knows nothing just about your company. That is a tall order.
A Nice Booklet
must leave the reader with the impression that yours is a solid, reliable institution and therefore its products must be equally as good, solid and reliable. It is a corner stone in building trust with your prospective customers. It must leave the reader wanting to discover more just about your company, but not necessarily today.
A Nice Booklet
will introduce your institution and give the prospect a visual feel for who you are and what you do. It should function well as several a door opener before a sales call and a reminder subsequently to which prospective clients may refer. Piece your booklet wish rarely
really get you a sale, it wish do acquiring the order so more easier
Does Your Current Booklet Do All That?
No? Well, Change It.
A Bad Booklet Is Like Bad Breath.
No one wish tell you what is wrong, but they wish avoid you, or in this case, your company. Your brochure, on
with your phone number, wish just go right to the trash.
When that happens, you wish find you have done more than just waste your money and time. You have turned a prospect into a permanent no sale without even as acquiring a chance to get in the door. If you saved a few hundred dollars on producing your brochure, was it worth it?
A badly done or cheap looking booklet reflects badly on you, your institution and your products. Do not scrimp. A institution which economizes on a booklet may besides be seen as scrimping on its products.
Your Booklet Should Not
attempt to be a comprehensive technical instructions particularization all your product specs. It should not be a cost sheet listing special sales items and the like. These are sales sheets and have wholly several requirements in look, design, and purpose.
When companies try to combine these functions in a one piece all things to all folk brochure, they often end up with a confusing, broken mess. You can be perfectly certain that if your booklet is difficult to read, it won't be. This could reflect a confused institution to a prospect. Remember K.I.S.S.?
An acceptable combination of several types is often seen in a presentation folder. One pocket holds your corporate brochure, the another pocket holds special deals, sales sheets, cost lists and the like.
Brochures Are Normally Used In Three Ways:
* Initially: as an introductory mailer. You may mass mail the booklet to sales leads and follow up later by phone.
* Secondarily: Your booklet should always be used as a leave behind at initial sales calls. Even as once
you have mail-clad out a copy in advance of a meeting, it is always a nice idea to leave another copy as you stop up your sales call. It serves as a reminder that there is a solid, respectable institution behind the sales rep who just left. And it surely ne'er
hurts to have several copies of your booklet current
in your prospect's office(s).
* Thirdly: A corporate booklet is essential to fulfil requests from potential clients for literature, either in response to an ad or a phone enquiry.
Do NOT Do This....
A major Canadian Bank make a series of "Advice to Small Business" booklets to hand out to prospects. Each branch manager was supplied with a quantity of these brochures. However under the bank's accounting system they were only charged if they really gave out the brochures. The result? You guessed it. Galore of these branch managers stashed the brochures in the vaults and refused to give them out to avoid being charged.
Brochures and advertising material are wasted sitting in your mail room. Get this material into your prospects' hands.
CHECK THE TRUNKS OF YOUR SALES REPS' CARS
More then once we have seen big-ticket sales material only get as far as the sales rep's car trunk and no further. Do sure they are giving it out as intended.
How Do You Develop a Nice Brochure?
The easiest way is to contact us now for a free discussion and proposal. No obligation. Telephone us at (519) 439-8884, Fax us at (519) 439-9491or EMAIL us right now. You probably get dozens of brochures, flyers and general junk every week. Pay attention to what you do with them and why. Several you probably scan quickly and file for later reference. Others, you toss straight in the garbage. A really few you wish really read. Why? Take a second look and see what attracts and sells you . . . and what repels you.
1. Discover from your competition. Before you start to develop a booklet for your company, review all your competitions' brochures. You'll be amazed at what you learn. Pick out the points and techniques that attract and sell you. It is easier to point to a booklet with the type of pictures you like than to verbalize it in informing a creative person.
The better way to discover just about your industry is from your competition. You do you have their brochures, cost sheets, promotional material, samples of their products, don't you? This is the 1st step.
2. Involve your Creative person from the start. Bring in a creative services person for a preliminary chat. Show him your competitors' material. Give him an idea of what you are trying to accomplish and a little institution background.
A skilled, creative person should be able to elicit from you all he inevitably to develop an initial rough concept, copy and layout. Activity together to develop the booklet you need.
We normally (but not always) wish develop a rough at no charge on the understanding that we produce the activity if it is accepted. We find this is really really productive for all concerned.
3. Determine how more you can spend on your brochure? It's no nice just telling your designer to develop several ideas unless you provide a realistic budget inside
which to work. You do not want to waste money, but neither do you want to produce several shlock just to save a little. That's penny wise and pound foolish. A nice bench mark you could use is that your booklet should match or better the quality of the better competitive brochures.
Set a budget that tends to hurt and than add 10%.Your booklet must reflect the quality your institution sells. There is rarely
profit in looking second rate.
4. Printing Budgets Setting up a reasonable printing budget is easy, if not painless. Call up a couple of printers and ask them, in general terms, what it wish cost to print the type of booklet you have in mind, based on all art supplied. Normally they wish be glad to assist. After all it could mean an order.
5. Pre-Press Budgets As a rule of thumb, use just about 50% of the printing cost as a budget for your copy, design, type and final artwork. This percentage wish be lower on larger printing jobs of course. Take heart. There is several consolation in the fact that your pre press cost are a one time item.
After you get over the initial shock, fire up your spread sheet and set a realistic budget.
For the better results, let your printer print but have your creative person do all the copy, design and related pre press work. Do NOT have your printer designing brochures. And no matter how nice your secretary is with her paint program, do not have amateurs creating your corporate material, unless of course you want to look amateur.
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* Please contact J. Kirby Inwood
* Email
* Kirwood Inc.
* Tel: (519) 439-8884
* Fax (519) 439-9491
* 2406-340 Colborne Street
* London ON N6B 3N1
Expert Copy Writing: Call (519) 439-8884 for a fast response
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Just just about the author:
J Kirby Inwood at hwwp://www.kirwood.com is a superb but immodest copy writer with decades of experience
He weeps over the illiterates writing ads now
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