How do you tell a compelling story about your business?
Even with the presence of the digital world all around us, is it still important to have a well-designed company brochure? The answer is a resounding ‘Yes’. Along with your website, social networking, advertising and marketing efforts, your company brochure forms an integral part of your branding and client engagement process.
There is still something really special about a quality printed company brochure – that rich feel as you flick through the pages, admire the imagery and read the informative content at your leisure. Your company brochure is a vital piece of marketing collateral that should be used for your business to showcase your products and services that a prospective client can take with them.
It keeps the face of your business in their hands and in their minds and will reinforce your services to them. The simple physicality of a quality printed company brochure brings instant credibility to your business. It’s something you can leave with clients – it will sit on their desk catching their eye, enticing them to take another look.
Advantages of having a company brochure:
- A well-designed brochure serves as a perfect introduction to your business
- Your brochure showcases why you are different from the competition
- Accurately distributed, your brochure expands your company’s visibility
- Your brochure is great as a marketing tool that reaches out to prospective new clients
- Your brochure is perfect to provide at seminars and networking events
- Your brochure should form part of a marketing pack for new clients and professional introducers
The perfect way to showcase your business
For your company brochure to be effective, it needs to explain to the reader everything they need to know about your business and ultimately how you can help find the solution to a problem they are looking for. It must use effective language and the right narrative to prompt the reader to contact you.
As with any client-facing collateral, it needs to get the readers’ attention, get them interested enough to read further, raise their desire for your service offering, and get them to take a specific action such as calling for further information, making an appointment, visiting your website or sending an email.
Good headlines are key
The headline on the front of your company brochure should always include the interests and perceived problems of your targeted audience, and then be followed by the solutions you can provide. It’s imperative to capture the readers’ attention and prompt them to read the rest of your brochure. Once you’ve gotten the recipient to open your brochure, the next thing they’ll do is skim the headlines inside it. Each headline should hold their attention and move them through the pages. Why bother taking the time to create a great company brochure if they only read the front cover and then discard it?
Don’t forget the basics
Don’t forget to include the basic information the reader will expect to see in your brochure. It may sound obvious, but it should include standard information, such your company name, at least two types of contact information, your company logo and tagline. It should also include a headline on the front and, if relevant, two or three brief items outlining the benefits your business provides. The editorial should be relatively brief and in easy-to-read blocks to provide clarity for the reader. Include your regulatory statement and chartered logo if applicable. And depending on the editorial content, you may also need to include risk warnings and caveats to ensure it remains compliant.
Don’t confuse your reader
Avoid the temptation to list too much information in your brochure. Too many messages will confuse the reader and dilute your main points. Focus on what interests your target audience in a succinct manner, and they’ll come away with an accurate understanding of what you can offer them and how you’ll do it. It’s okay to be proud of your business, but not at the expense of cluttering your brochure with irrelevant information.
Avoid overly technical financial words
There’s no need to impress your target audience by using hard-to-understand technical financial words that will send the reader scrambling for a financial dictionary. Your goal is to provide the reader with information regarding your business – and triple-word-score Scrabble words and lengthy acronyms are hardly the best way to accomplish this. Remember that you only have a limited amount of time to capture and retain the readers’ interest, so plain speaking is the best course of action.
Include at least one call-to-action
Don’t just assume the reader will be moved to contact you and simply hand over fees for your services after they have read your well-crafted brochure. An effective company brochure should always include at least one call-to-action – a stimulus to do something in order to achieve an aim or deal with a problem they may have. If appropriate, you could offer an incentive to make contact with you, such as a free initial consultation to carry out a financial health check or a free pension review. This will entice the reader and give them an incentive to act now. People sometimes need that extra motivation to encourage them to contact you.
Don’t overlook the paper stock quality
A company brochure produced on a high-quality paper stock is the equivalent of a firm handshake: it promotes confidence and competence. The weight, texture and overall feel are some of the first things someone will notice. At Goldmine Media, when we discuss this element of brochure production, we always spend time considering the type of paper stock being used to create a brochure that stands out. For example, an uncoated textured paper stock throughout, with a heavier cover weight and printed with a matt finish to an A4 undersized format, looks really classy. Handing out or mailing thin, flimsy company brochures on the wrong paper stock can do more harm than good – and could even put a prospective client off from making contact with you.
Time to give your company brochure an overhaul?
Even in a technology driven world, we’re seeing more financial adviser businesses using brochures. Why? Because your brochure is one of the first things you put into a prospective client’s hands. Your company brochure sends the subtle message that your business is professional, reliable and committed to quality. For more information about how Goldmine Media can help your business, talk to a member of our Business Development Team on 0845 686 0055, or email: firstname.lastname@example.org.