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Better Brochures

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  • Posted on 23rd Sep, 2022 00:02 AM
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This story appears in the December 1997 issue of Business Start-Ups magazine.

You've probably seen hundreds-- even thousands--ofineffective company brochures. You know which ones they are.They're like the one for the that addresses only features,such as, "Fifteen years of experience . . . Knowledgeable intax law . . . Certified in six states," and on and on. Thecontent is boring. It doesn't draw you in, and it certainlydoesn't motivate you to try a new CPA. That's because theCPA focused on features, the characteristics of his productor service, instead of the benefits his prospects willderive from those features.

Too many new owners make the same costly mistake. Theyconsider their company brochure a basic information piece--morelike a resume than a crucial component of their marketingarsenal.

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