Build a Better Brochure
Highlight your business's benefits to create copy that sells.
By Kim T. Gordon
You've probably seen hundreds -- even thousands -- of ineffective company brochures. You know which ones they are. They're like the one for the CPA that addresses only features, such as, "Fifteen years of experience... Knowledgeable in tax law... Certified in six states," and on and on. The content is boring. It doesn't draw you in, and it certainly doesn't motivate you to try a new CPA. That's because the CPA focused on features, the characteristics of his product or service, instead of the benefits his prospects will derive from those features.
Too many small and home-based business owners make the same costly mistake. They consider their company brochure a basic information piece -- more like a resume than a crucial component of their marketing arsenal.
Here are a few of the positive things a hard-working company brochure can do for you:......[read more after logging in]