Just like the Yellow Page ad, or your business card, a company brochure has specific functions. It is a stand-alone, generic piece whose role is to give the following three impressions: 1. "You're in good hands"; we know what we're doing, and here's who agrees; we have special training, and here's by whom; we belong to these trade associations; we have on-going training and monitoring of all aspects of our business; etc. 2. "We do more than the other guys"; we strive to do these extras; our range of products and services include; our added values in our efforts for you are; etc. 3. "We have your best interests at heart", and here's who agrees... (mere self-serving statements like that are not believable, thus credible statements from happy customers are needed). |
