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BEC
THEARTOF__ION
'Letmesendyouourbrochure'isprobablythemostcommonlyused
phraseinbusiness.Butalltoooften,itcanspelltheendofacustomer
enquirybecausemanybrochuresappeartobeproducednottoclarifyand
toexcitebuttoconfuse.Sowhatgoeswrongandhowcanitbeputright?
Toooften,businessesfailtoaskthemselvescriticalquestionslike,'Whowill
thebrochurebesentto?''Whatdowewanttoachievewithit?'Thetruth
isthatabrochurehasusuallybeenproducedfornootherreasonthanthat
thecompetitionhasone.
However,withalittleresearch,itoftentranspiresthatwhattheclient
wantsisamixture:partmailshot,partglossycorporatebrochureandpart
productcatalogue-acombinationrarelyfound.Havingsaidthat,the
budgetislikelytobefinite.Theremaynotbeenoughmoneytomeetall
threemarketingneeds,sothefirsttaskistoplanthebrochure,takinginto
accountthemostsignificantofthese.Theotherrequirementswillhaveto
bemetinadifferentway.Afterall,introducingthecompany'sproduct
rangetonewcustomersbymailisadifferenttaskfromsellinganew
season'scollectiontoexistingcustomers.
Thesecondtaskistogetthecontentright.In95percentofcases,a
companywillhireadesignertooverseethelayout,sothefinalproduct
looksstylish,interestingandprofessional;buttheydon'tgetacopywriter
orsomeonewiththerightexpertisetoproducethetext,oratleasttidyit
up-andthisshows.Abiggerfailingistoproduceabrochurethatisnot
customerfocused.Yourbrochureshouldcoverareasofinteresttothe
customer,concentratingonthebenefitsofbuyingfromyou.
Instead,thousandsofbrochuresstartwithahistorylesson,'Founded
in1987,wehavebeensellingourproducts..Icanassureyouthat
customersarenevergoingtosaytothemselves,'They'vebeenaroundfor
20years-I'llbuyfromthem.'I
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