How to Write a Brochure - Capture Their Interest
An IT firm wanted to know how to write a brochure.
They had even come up with some preliminary text: ABC Company is a professional IT consulting firm specializing in strategic information technology services that help you drive business results.
Our principals are experienced consultants with an average of 15 years' experience.
Our clients range from small firms to Fortune 500 companies.
Everything they wrote was factual and important.
Unfortunately, it was also boring and would never get read.
The problem is, this company was looking at the brochure from their own perspective.
But that's not the perspective that matters.
Instead, when you are writing a brochure, put yourself in your customer's shoes.
What big issue is your customer facing? What problem does he need your help to solve? Start off your brochure by stating this problem, even if you think it's obvious.
Why? It will make you frame your entire message in terms that matter to your customer - which I guarantee will catch his attention.
For my IT client, after a little research I determined that their customers were business owners who'd grown their companies into multi-million dollar ventures, and they were worried about being able to still making smart strategic decisions.
So I scrapped what my client had written and instead started out their brochure like this: Gut instincts alone aren't enough to manage a growing enterprise.
You need strong analytics to make the quantifiable strategic decisions that will drive your continued success.
But can you trust the data you're using? ABC Company helps you implement the technology that will get you to sound, reliable, profitable business decisions.
Made you want to read a little more, didn't it?
They had even come up with some preliminary text: ABC Company is a professional IT consulting firm specializing in strategic information technology services that help you drive business results.
Our principals are experienced consultants with an average of 15 years' experience.
Our clients range from small firms to Fortune 500 companies.
Everything they wrote was factual and important.
Unfortunately, it was also boring and would never get read.
The problem is, this company was looking at the brochure from their own perspective.
But that's not the perspective that matters.
Instead, when you are writing a brochure, put yourself in your customer's shoes.
What big issue is your customer facing? What problem does he need your help to solve? Start off your brochure by stating this problem, even if you think it's obvious.
Why? It will make you frame your entire message in terms that matter to your customer - which I guarantee will catch his attention.
For my IT client, after a little research I determined that their customers were business owners who'd grown their companies into multi-million dollar ventures, and they were worried about being able to still making smart strategic decisions.
So I scrapped what my client had written and instead started out their brochure like this: Gut instincts alone aren't enough to manage a growing enterprise.
You need strong analytics to make the quantifiable strategic decisions that will drive your continued success.
But can you trust the data you're using? ABC Company helps you implement the technology that will get you to sound, reliable, profitable business decisions.
Made you want to read a little more, didn't it?
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