Guidelines for Developing a Company Brochure
Last Verified:
2005-10-13
Summary
- A brochure is the first part of your promotional program. It should be reinforced by subsequent promotional activities such as advertising, personal sales calls, and public relations.
- Before you talk to suppliers of services such as printing or graphics design, you should put down in writing the following:
- Define your products and/or services.
- Who are your target markets?
- Who are your target customers?
- What benefits are you offering?
- What problems do you solve?
- Proof of your capability/product:
- experience;
- number of satisfied customers;
- testimonials/references.
- What do you expect promotional literature to accomplish?
- Bring in orders?
- Introduce your company/product?
- Serve as a reminder?
- Decide what you want to say and who you want to say it to.
- Don't try to say too much. Save some of your promotional story for other occasions.
- Select your supplier(s), no more than two; a creative firm, and/or printer. Meet with them to discuss your objectives, needs and budget. Make sure they understand your requirements.
- Write a covering letter, one page maximum, to be sent to prospective customers along with the brochure.
- Follow up!
A single promotional activity rarely results in an order, so be prepared to use several subsequent activities such as personal visits, telephone calls, and further mailings.
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