There is plenty of information on how to introduce your company with a brochure, and how brochures add value to your product presentations. But it is hard to find convincing information on why you really need a company brochure as a means of general introduction.
Most business owners understand the value of brochures designed specifically for certain products, and the need for having brochures that are customized for each trade show. But there are plenty of good reasons for your company to print up and use general company brochures every day of the year.
Every corporate executive, business owner and sales professional prides themselves on having a great elevator speech. A corporate brochure is an elevator speech with effective pictures in a glossy and professional package. When a business professional understands the potential of a good corporate brochure, it is easier to see why they are so valuable.
When you hand a prospect a brochure, there is no other brochure for that prospect to bounce to and put yours to the side. With a website, thousands of people a day will bounce from your website to other sites in seconds and take away your chance at telling your company's story. But with a brochure, the audience is captive and will read your story without jumping to read the story of the competition with the click of a button.
While there is absolutely nothing wrong with handing a prospect who is interested in your company a nice business card, the impact of a professional brochure is worth the investment. As with any marketing piece, think of how you would react if a business owner was able to give you a colorful brochure of their company along with a business card. You would not only be impressed, you would immediately have a positive impression of that company.
In the marketing world, a picture is worth 1,000 words and the picture you put on the front of your company brochure can make a strong first impression on any prospect. If you have a product your company is known for that has a sleek look that appeals to clients, then make that the cover of your brochure. Your company brochure should use your company's biggest strength to make a first impression your audience will never forget.
Your prospect may listen to your pitch and take your brochure, but they may also fold up that brochure and put it away without reading it. But hours later, when they are flying back to their office, they will reach into their pocket and pull out your professional brochure and spend some time actually reading it. One of the most valuable aspects of a brochure is that it cannot be turned off or ignored like an online ad. Once your prospect has your brochure, the marketing impact can be felt at any time.
A good brochure can be an invaluable corporate marketing tool that you should carry with you at all times. A brochure can enhance other marketing pieces, and it can be that professional first impression your company makes that sets your organization apart from the competition.
