10 Tips on Designing Brochures
5. Confirm the target audience.
You might be targeting the buyer or decision-maker but exactly who is that? It is different writing for a small business owner, a corporate CFO and a vice president of sales, so you have to adjust the tone and details for the title and the vertical market, while incorporating relevant industry terms. Something else to keep in mind is that brochures are often used to sell another person who didn't attend the meeting. In other words, after you've left the building, your contact will share the document rather than recite your pitch verbatim. Make sure it communicates even better than you would in a conversation.
6. Outline the critical information.
Depending on your products and services, there is always must-have information. Often this means the features and benefits of what you are selling. In addition, a retail store would want to list location, hours of operation and type of merchandise. A law firm would want to list specialties and credentials. A restaurant would have to communicate the style of food offered.
As Affinity Express is a B2B company, we need to talk about our services and the value proposition of scale, savings and speed for our clients. Fast turn times and high quality are also important to our prospects and clients.
7. Incorporate your competitive positioning
Make it clear to readers what sets you apart. It would be terrible to miss an opportunity to highlight why you are the better choice in the market. If you are the only tailor who provides 24-hour alterations in the area, that would be something to tout.
In our case, our workflow technology increases the productivity of our clients and enables their sales teams to have more time with customers. Plus, it requires no capital expenditure from them. That is hard for our clients and competitors to replicate.
