Corporate brochures are invariably the brochure that receives the most lavish of attention- high quality paper, exotic design and lots of photographs.
It’s often suggested that they’re the least read so what’s the point of them?
I have to suggest that with respect to company profile brochures many won’t be read – yet they’re still important – because they give the impression of company substance.
The reason why many aren’t read is because of the tone of the text – and sometimes it’s because the type face and design goes overboard in making them look prestigious but pretentious and simply unpalatable to read.
In particular they become unpalatable if the tone of the text is one of the company being in raptures with itself.
There’s a limit as to how strongly you can get away with tooting your horn before people find them bordering on nauseating – and unfortunately there are a lot out there fitting into this category.
A good corporate brochure should combine salesmanship with image. Just as a sales person would be regarded as a ‘nut case’ if all he did was chest-beat and talk about how clever the company is, so brochures must follow the lines of a good sales presentation which of course is how a client can benefit from the company’s services.
So, if you want people to read your brochure, the focus needs to be more on how your company’s product or service can help the customer not just on how clever you are or how big you’ve become.
A good looking corporate brochure with plenty of photos sets an image of the business which can give substance to a sales person’s presentation – even if the person receiving it doesn’t read it in detail.
Could you avoid printing and just have it online?
A marketing study undertaken in the U.S. in 2009 by researchers, Harris Interactive found that people still preferred information of a substantive nature to be on paper, so while it’s a good idea to have brochures in an electronic format – probably as a pdf, in most cases you’ll still need a printed version.
The key factor is credibility.
People expect a “real” company to have printed sales literature. If you call yourself a corporation you need to look like one.
Footnote: If you would like help with your brochures – in establishing their purpose , how they should be developed to achieve their role and in writing, design and printing them – Contact Media Support Services on 1300 557 660.