MARKETING ON STEROIDS: 5 TIPS FOR WRITING A BUSINESS BROCHURE THAT SELLS

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) April 16, 2010 -- What every marketing campaign in the technology sector must include: Technical communications that appeal to both the advertising sales manager and the engineer

River Vale, New Jersey – “There's mounting evidence that the U.S. technology sector is driving growth at home.” – Market Watch, January 4, 2010. Growth means sales, and sales mean marketing materials. And one of the most cost effective marketing materials is the sales brochure.

When creating a sales brochure on technical products two forces pull in opposite directions”, says Bob Bly, a copy writer who specializes in business to business marketing. “These are the staff engineers and the advertising agency”.
The engineers see brochures as technical communications. They want the marketing materials to be precise and include as many details as possible about the products. The advertising copywriter, on the other hand, cares about the appeal to the target audience and the marketability of the product, sometime without thoroughly understanding the product.
Who is right? “Both sides”, says Bly, “and their different views have to be reconciled”.
According to Bob, the 5 ‘must have’ elements of a marketing brochure that really sells technical products, are:

1. A well defined topic: Is the company brochure about a solution? A system? A product? A specific model? The narrower the topic, the more focused and effective the sales brochure is within the limited space available.
2. A specific target audience in mind: Are the marketing materials written for engineers or managers?
3. A clear objective: Is the brochure designed to convince the prospect that the technical design is superior to that of competitors? That it has better ROI? More features at a better price? Etc.
4. Content catering to what the prospects need and want to know about the technical products, in order to make their buying decision. It should persuade them that the company’s product is the best product choice, and that the company is the best vendor.

5. Selectiveness: Too many details can leave the sales brochure unread.

“There are many other copy writing techniques available to produce a superior technical product brochure. But if you follow the basics outlined here and do nothing else, I guarantee an improvement in your brochures that you, your sales reps and your customers will appreciate”, concludes Bob Bly.

For more helpful tips and information about copy writing and marketing please visit www.bly.com/reports.

marketing campaign     sales brochure     technical products