How Your Company Brochure Can Close You More Sales
Firstly, if you don’t have a company brochure – you need one!
Yes, you’ve got a website but more and more of your prospects like doing business face to face and if your company literature is average – your success rate will also be average.
A brochure can be the make or break of a first impression and we all know the importance of making a memorable first impression. For some, it’s the only way that customers can get a feel of who you are and what you offer, which is why it’s super important to make sure that you can give them an unforgettable experience.
So, what does your company brochure currently say about you?
There’s lots of ways that your brochure can make an outstanding first impression:
What’s the quality of the material?
Is it landscape or portrait?
What colour palette are you using?
Is it on brand?
How many pages is it?
Does it tell a story?
Is the copy compelling?
What font are you using?
Lots to think about! Yes, but it’s important stuff, people need to get to know you and recognise your brand. You see, people might not buy your product immediately because they’re not ready to buy. But when they are, they need to remember you!
Consistency is the key here to ensure your brochure is a true extension of all your other marketing collateral. So, the tone of voice needs to flow and portray the real you. Trust is a big factor in the buying process so always be real and true to who you are.
So, with that in mind here’s a few pointers as to what should be included and will help your brochure open loads of new doors:
Your Market – who are the people that you’re trying to attract? Make sure that you know who your ideal customer is and base the look and feel around who they are. For instance, if you’re wanting to attract top professional businesses with loads of employees, the quality of your material and cover should reflect this. Maybe use some funky finishes to make it look different.
Your Message - What’s the key thing that you want your customers to know?
Hit your reader with lots of benefits and tell a good story. Your copy needs to be compelling, so they read the brochure. Use lots of your experiences and tell stories about how you solve the problems that your customers have.
Your Ethos - What values do you have and why are they important?
Let the reader know exactly why they should do business with you. Prospects like to know how you operate and get to know you and your employees. Business is about trust and this gains trust.
Tagline - Make it short and straight to the point!
If you have a tag line you need to use it as it will help your prospects remember you.
Your Story – It’s personal and everyone is nosy!
People buy from people and the more they know about you and your background they feel like they know you – that’s the trust thing again!
Colours – make them recognisable and stand out
You’ll have a logo colour so that’s the obvious place to start – however work with a designer to make your brochure aesthetically pleasing and easy on the eye.
Fonts – Make them easy to read – that’s it!
Testimonials – social proof that you are good at what you do!
What other people say about you is ten times stronger that what you say about yourself, So, use lots of testimonials and case studies.
A BIG FAT SIGNPOST - To the next step!
Don’t be scared to add Call to Actions to your copy and have a BIG one at the end so your prospect knows what to do next.
Other important things to remember:
Don’t forget to sell
Your prospects want to know exactly what your service or product will do for them. So, don’t be afraid to be overt and brag about how good you are, dish out all the juicy information about a product and rave about how stellar your service really is.
Make yourself unique
You want your customers to know why you are unique, why working with you can be a source of stress relief for them and why your processes work more effectively and efficiently than your competitors.
What is your unique selling point? Why do customers say they chose you and what were their most favorite bits about doing business with you? Find the answer and roll with it, let everyone know why you rock.
To conclude…
You need to SELL your company, hone in on the key things you want your customers to know and why choosing YOU is the best possible option for them. You want to use passionate and emotive language and stand out from the crowd.
When it comes to the look, make sure you are representing your brand, let people recognise you from your images, font and logo.
Most of all-- have fun with it!
If you’d like to talk to a marketing expert or designer about your brochure – or just get a price to print it – please call us on 0121 430 9000.
