A lot of business owners do not even mess with brochures because they feel like it is a lot of effort to put in to something that does not provide phenomenal results. The truth about corporate brochures is that they actually can give you great results. If you have ever talked about creating a brochure with someone and they have advised you not to do because they had a past experience with them that did not turn out so well, it may be because their brochure design was not done correctly.
To have a successful brochure, you need to make sure that you are filling the brochure with the right information. Having a professional brochure is a lot like creating your logo in the sense that it represents your business. When you think about it in terms of representing your business, then you probably see that this means that you need to send out the right message.
First Impressions Can Make or Break You’re Business
Many subtle things can contribute to, or diminish how confident a prospect feels about what you have to offer; and usually that first impression is a lasting one Although there are different definitions of Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).
Also positioning is defined as the way by which the marketers creates impression in the customers mind.
Positioning Determines Your Marketing Message
Although there are different definitions of Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging, and competition).
Also positioning is defined as the way by which the marketers creates impression in the customers mind.
. Some questions to ask you before committing to a market position are:
· Who is my target market and what do they really want from me?
· What requests do my prospects have?
· What is my business promising to fulfill?
· What are our strengths and weaknesses?
· Who are our perceived competitors and what are their strengths and weaknesses?
· How are we unique?
· What are the personal values that drive our business?
· What are the trends and gaps in the current market-place and how can we capitalize on them?
Writing Your Mission Statement
The people who hear your elevator pitch could be potential business partners or clients, or they could be strangers you meet at a party or on the street. Even when it seems like no serious business relationship is likely to develop, there are lots of people out there that can help advance your career indirectly. For example, they might personally know someone who’s looking for the service you provide, so your elevator pitch could lead to a referral or two.
An effective positioning statement should be the focal point of all of your marketing materials, and will accomplish the following:
· Connect your business with your target market both emotionally and logically.
· Build trust, confidence and personal rapport (even before the first sales call!)
· Position you as an expert.
· Convey uniqueness and personality with passion and believability.
· Promise tangible results and value.
· Communicate the personal values that guide and excite you and effect your ability to serve your clients in an exceptional way.
· Motivate the reader to request more information, call for an appointment or place an order.
An Effective Brochure Communicates Value
Although the copywriting should be persuasive and the design compelling, an effective brochure needs to exude confidence and convey a sense of quality, honesty and knowledge to your prospects.
The Front Cover
Keep the front cover attractive, but simple. It's purpose is to motivate the reader to pick up your brochure and open it. I recommend consulting with a professional designer or marketing consultant for creative ideas. Include your corporate logo and company name and a brief tag line or slogan.
The Miscellaneous Panel
This panel can be for any information that didn't fit elsewhere. For consultants, it can be very advantageous to list the kinds of projects you've handled in the past, or examples of typical client requests, or a client list, an action photo (you doing what you do), or any other pertinent information that will give a prospect more of an incentive to do business with you.
Discover and Communicate Your Uniqueness and Value
There are lots more to share if you really want to do a total and professional design and print package... But for now, you can put some of the aforementioned basics to work for you without spending any money.