Though the Internet offers the opportunity to get much information online, there is still room for physical communication pieces, such as brochures. They serve as good leave-behind items when you visit with customers face-to-face, or nice pieces to send to distant customers when you are not able to meet with them in person. A brochure could cover any number of topics. Here are some examples:

• Describe your products or services
• Focus on one particular product or service
• Explain your process
• Introduce your staff
• Provide background information about your profession

Another possible purpose of a brochure is to introduce your company as a whole to readers. This is called a corporate brochure, and it may contain some of the elements listed above. A corporate brochure can be an important piece of your marketing efforts, if you develop and use it correctly. Here are some tips for doing so:

Know Your Purpose

A corporate brochure can be used at the beginning of a relationship with a customer, to help her understand what your company is all about, and what it can provide. It can also be used at a later stage, in order to move a customer further along the sales cycle, or even close sales. Knowing how you will use the brochure will determine your content. For example, pricing information may be appropriate for a brochure you will present once you have an established relationship, but not so for one you will offer up front.

Hold Back

It is tempting to write everything there is to know about your company in a corporate brochure, but you should refrain from doing so. Use the brochure to give readers a taste of who you are and what you’re all about. Give them the opportunity to want to know more, to want to take the next step in building a relationship with you.

Use a Theme

In your corporate brochure, tell a story. Use a theme to draw readers in. For example, a book seller could use such themes as knowledge, growth, escape, research, progress, or self-help. The story could guide readers through the experiences of one person, or several, whose lives are enriched by their use of books within one of these themes.

Start a Conversation

Use a conversational tone so readers will want to talk back. And, don’t forget to tell them how to do it, with a clear call to action to comment on your blog, visit your website, connect with you through social media, visit your store, or call for an appointment.

Prove It

If readers are just getting to know you, you’ll want to include proof of your expertise, and the benefits of your products or services. Use real customer testimonials. State actual outcomes that customers have experienced. Include concrete data that support your assertions. Quote outside sources. Depending on the size of your brochure, you may even want to include a brief case study.

What does your corporate brochure include? Tell us in the comments.

About the Author: Karen Marcus, M.A. is a Northern Colorado copywriter who has been helping clients in a wide range of industries to put their best word forward for 13 years.

Need assistance developing a corporate brochure? Karen can help! Click here for contact info.