If a potential customer asks for “more information” about one of your products or services, they really do want more information—typically in the form of details, specifications, prices and a background on your company, packaged in a readable and good-looking brochure. Unfortunately, most brochures are big on design and short on content, leaving potential customers with an unfulfilled level of education about a product or service that they actually want to purchase (or they wouldn’t have asked for the brochure in the first place!). To increase the effectiveness of your printed marketing collateral, always focus on content first and design second. Content doesn’t always have to be in the form of long-winded paragraphs (often boring) or over-abbreviated bullet points (hard to read, incomplete sentences). It can be in the form of education testimonials, relevant excerpts from industry studies and the media, instructions on how to use your product or appropriate history of how your product or service evolved. Many brochures fail to illuminate the unique qualities of a product and distinguish it from the competition or fail to establish a value proposition that the customer can relate to and associate with your brand. Most customers are looking for technical details. If you don’t provide them they will be forced to initiate another request for information—or possibly drop off your radar screen. A second request for more information means providing another brochure, so why not include all of the details in your initial presentation and kill two birds with one stone? By creating content-rich brochures you will provide all of the details that your customers need to make an educated decision about your product or service from one piece of marketing collateral. You’ll save time, money and establish a better relationship with your audience by creating informative and well-written materials that serve as a catalyst for closing business quickly. Of course, graphic design is extremely important in any marketing piece, but if you don’t have the right message and the appropriate details, the best design in the world won’t sell your product. Content is king! If you’re planning a new brochure consult with Manhattan Printing about our expert copywriting and content development services, as well as our graphic design, printing and distribution capabilities.