Editing for people: From “about us” to “for you”This provider of consulting and technology solutions for equity compensation compliance asked me if I could rewrite its brochure content in advance of an upcoming tradeshow. Of course I could!The original brochure content was affected by the same ills that plague many promotional brochures today:Predominantly written in […]
Using a folder brochure with stepped insertsThis provider of IT asset management services came to me wanting to create a folder brochure with stepped inserts. Stepped inserts are sheets of varying sizes that overlap so that readers, when opening the folder for the first time, view the tops and titles of all four sheets at […]
Tailoring brochure content with a pocket-style brochure and insertsConsidering a brochure that goes by the name pocket brochure, folder brochure, or pocket-folder brochure? This brochure style is great if your companies wants to “wow” prospects while also being able to customize the content inside.This client, a corporate relocation firm, came to me for content for […]
Using a trifold brochure to turn prospects into coffee buyersSometimes a trifold brochure can serve a very specific purpose, such as, say, to encourage people who’ve never heard of you to fill out an order form and send it in with their hard-earned money.That’s exactly what this trifold was desiged to do for this independent […]
Aiming to educate, differentiate, and call prospects to actionHow do you plan to use your trifold brochure? Will you:Mail it as a follow-up in a standard, business-sized envelope?Create a series of them to focus on specific product or service lines?Make it available as a download from your website?Hand it out at networking events?Leave it around […]
Creating a multi-purpose, capabilities brochure for print and downloadThis CRM and digital print firm wanted to create a versatile capabilities brochure they could hand out to prospects at trade shows, use as a leave-behind after meetings, and mail in response to inquiries. The trick was to make the brochure content different enough from the web […]
Tying brand brochure messages to conference or trade show themesThis client, a leading provider of customer satisfaction and loyalty software, wanted to create a conference-themed SaaS brochure handout that:Integrated new messaging elementsTied directly into the key ideas raised during conference sessionsPositioned the company’s key products as direct lines for implementing ideas discussed at the conferenceTo […]
Answering “why me, why now” with an email-able, downloadable brochureAfter decades in the business world as an executive himself, this business professional decided to reclaim his life by starting his own Executive Coaching business so he could share his accumulated knowledge with other executives.We worked together to create this two-page, downloadable brochure-type overview, which he […]
Encouraging gatekeepers and influencers to spread the wordTo encourage North Carolina’s public school employees to invest for retirement, this insurance leader needed the assistance of gatekeepers–in this case, public school leadership. This idea was to ask public school leaders to become Knowledge Ambassadors by ordering and distributing free educational materials, such as brochures, posters, and […]
Encouraging state employees to invest for retirementThis insurance leader managing the state of North Carolina’s 401(k) plan wanted to encourage state employees to invest for retirement and use its online retirement portal. To do so, we created a series of brochures designed for beginning, intermediate, and advanced users, with each brochure revealing how to tap […]
Presenting partnership opportunities to entrepreneursThis full-service security company in New York needed a partnership brochure to promote its partnership opportunity to entrepreneurs.I developed the content so the brochure would accomplish several objectives:Explain the unique partnership model and build a case for why the model makes sense and is preferable to the franchise modelDescribe the market […]
The process of creating a brochureDeveloping a brochure involves more than “writing content.” Sure, you want the content to read well; you also want it to represent you well. But even more important is figuring out exactly what information to include in the brochure–and what information to leave out.For this project, I put on my […]
Promoting a distributorship program on one sheet of paperMy client, the owner of a septic services company and the developer of an aerobic septic system, wanted to create a brochure to entice concrete precasters to manufacture and sell his system’s tanks. It was easy to differentiate his tanks from the tanks of his competitors, as […]
