Teaser:
Before You Spend Good Money On A Company Brochure...

Inside:
4 Steps In Positioning Your Brochure For Success

A company brochure is a powerful advertising tool.

A brochure tells your readers who you are, what you do, and why you do it better than anyone else. And like all good advertising, a successful brochure starts with a well defined strategy. Here are four steps you can take to position your brochure for success.

1. DEFINE YOUR GOALS:
Be clear in your own mind about what you want your brochure to accomplish. Do you want to highlight your company's strengths? Do you want to introduce a new product or announce a new line? The more focused you are in your goals, the more effective your brochure will be.

2. KNOW YOUR AUDIENCE:
Who will be reading your brochure? Are you aiming for a technical or a general audience? If you know who you are targeting, you won't confuse or talk down to your readers.

3. KNOW HOW YOU WANT YOUR READERS TO RESPOND:
Do you want them to request more information? Do you want them to request a salesman to call? Do you want them to visit your office or showroom? These are all very different goals. So the more precise you are, the more likely your brochure will be to succeed.

4. KEEP NO SECRETS!
Now that you know what you want—share that information with your creative team. The more articulate you are, the more successful the finished brochure will be. Be clear about what your company does, why your product or service is unique, who you are targeting, and what you want the reader to do. Take nothing for granted. A writer can't read your mind, but he or she can capture and pass on your excitement.

A company brochure is a big investment. So be willing to invest some time in its success. Do your homework, develop a strategy and make sure everyone involved shares your enthusiasm.