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So what is your USP? Are you fastest in your industry? Do you offer a level of service and expertise that your competitors can’t touch? Does your product do what other products can’t? If so, SAY IT! And communicate it clearly. Your USP should be focal point for your brochure.
2.Are you showing or telling? I’m from Missouri “Show-me” state. I guess we are a group of “we’ll believe it when we see it” types. But I don’t think this attitude is limited to Missouri, every consumer everywhere would rather see that your product or service will deliver rather than just hearing you talk about it. So how can you effectively SHOW how your product or service works in confines of a brochure? There are several ways: 1. Testimonials. Good ones show exactly how your product or services have impacted a real person’s life. 2. Charts, graphs, and comparison. If you can save people money create an easy to read chart or graph that shows how much you’ll save them. If you outperform competition show that in a comparison of some type. Show you product in use if possible. Showing is always more powerful and more persuasive than telling…
3.Are you speaking customer’s language or your own? Most brochures read more like a brag report or like CEO patting him or herself on back rather than offering valuable info to prospect. Your brochure should be focused on your customer and his or her needs – not just your company. Yes, you want to show that you have won awards and what not, but you have to go beyond just mentioning your accomplishments and show how you can enrich your customer’s lives.
4.Are your speaking in specific or general terms? People are leery of generalities, but more trusting of specifics. If you say you will save people “a ton of money” that is significantly less powerful than saying that on average your customers save 25% or $100 when they start using your product or service. If you say you are fastest – quantify how much faster you are and tell your customer why it should be important to them. Specifics are rich with meaning and are powerful…generalities are worthless. Anyone can say that they are best. Only a few companies can give proper specifics to prove it.
Here’s your assignment: take your brochure or ads and compare it to your competition’s brochures or ads. Now, try to imagine what your reaction would be if you had no previous knowledge of you company, your competitor’s companies, or your industry. Would any of brochures cause you to say “wow – I would be a fool not to do business with THAT company?”
My guess is that none will even come close. If your brochure is under performing then go to work on four things mentioned above.
Don’t let your brochure widen confidence gap – span that gap. That’s where money is…on other side of confidence gap.
Brett Curry is a Professional Marketing Consultant and Marketing Director for Brochures.com. Brochures.com is the home of top quality, full color brochures, business cards, postcards and more at up to 70% off of retail. http://www.brochures.com email@example.com This article may be reproduced provided that the above bio is listed with the article.