Your company’s overview brochure is one of the most important pieces of marketing collateral you’ll ever create. It reaches your customers – reminding them of all your company can do for them. It speaks to your prospects when they are in the decision making stage and tells them everything they need to know about you. And it helps your referral sources be your raving fans and market your company for you. 
Last week’s Compass tips (Copywriting 101) apply here as well. But let’s go a step further and talk about the five “must haves” of how to write a truly effective brochure.
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Who you are. Always assume your target audience knows nothing about you. Use this brochure to tell them what they need to know in a concise manner – using headlines to quickly move them to areas of interest. Your brochure should also “sound” like you. The readers should get a sense of who your company is when they read your brochure and it should match the tone of all your other marketing material.
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What you do. Be sure to include a list of all your products and services. The reader should be clear on all your company does and be able to quickly summarize it for other prospective customers.
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Who you’ve done it for. It is important that readers know what you have accomplished as a company. Also, list key clients, case studies or any testimonials that position you particularly well.
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Why you? What is it that differentiates your company from the competition? Experience? Expertise? Let your readers know.
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What do you want them to do? Want them to check out your website, ask for a free consultation, sign-up for future communications or give you a call? Make sure to direct readers to act in a way that helps meet your objectives.
