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Write You - Company Brochures That Build Your Business - A Working Example
These social and destructive insects live off wood, decay and dead leaf and plants. Although there are over three thousand species of termites, there are three main groups called the subterranean, Formosan and drywood termites. These groups of termites have many different varieties and live in different parts of the country. Knowing the type of infestation you have is vital to eliminating your home of an infestation.Drywood TermitesThis termite infests drywood and is a bit bigger than the subterranean ter
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it '
Hiring portable toilets for a construction site, an event, a concert, party or large gathering can be confusing process given that you could hire a self contained chemical toilet, chemical disabled toilet, portable mains connect toilet, disabled toilet with baby changing facilities or urinal units.This article aims to explain some of the differences between the various types and what you should look for in terms of accreditations to ensure that you have peace of mind.Most are self contained chemical toile
Recently I came across an excellent example of a company brochure developed by Alison Halupka, General Manager of Grant Sheds. Grant Sheds is a family owned business operating from Monash in South Australia. They manufacture and install a wide range of sheds and garages. It is a multi-million dollar business that has been operating for 50 years. Their clients are primarily farmers. Furthermore, through smart service and marketing Grant Sheds continues to earn a price premium in an increasingly commodities market. Their company brochure is one link in that chain.
I see a lot of company brochures and most of them end up in my recycle bin before I even open the front page. The Grant Sheds brochure got my attention. I read it in its entirety and by the time I was finished reading it I was thinking about who might find this information useful. To put it in plain English it got me to bite - and I'm not even in the market for a shed!
You can view a PDF version of the brochure by clicking this link.
Lesson: Stick to the Basics
There are some basic principles that need to be followed whenever you're developing a marketing communication tool. The Grant Sheds brochure addresses each of these principles.
The principles are:
1. Have a clear purpose for the tool.
How is it going to be used and what outcome do you want for your business?
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it 'r
Blogging for business can be a very effective marketing tool.The first thing you may need to know, especially if you’re very new to this, is, what in the dickens is a blog? In its most basic form, a blog is just a personal journal or diary. It’s a web space that allows you to rant on ‘til the cows come home. The word “blog” comes from a combination of the words “web log.” You can blog about absolutely anything, any topic. And the most amazing thing about blogs is that other people, all over the world may actua
I see a lot of company brochures and most of them end up in my recycle bin before I even open the front page. The Grant Sheds brochure got my attention. I read it in its entirety and by the time I was finished reading it I was thinking about who might find this information useful. To put it in plain English it got me to bite - and I'm not even in the market for a shed!
You can view a PDF version of the brochure by clicking this link.
Lesson: Stick to the Basics
There are some basic principles that need to be followed whenever you're developing a marketing communication tool. The Grant Sheds brochure addresses each of these principles.
The principles are:
1. Have a clear purpose for the tool.
How is it going to be used and what outcome do you want for your business?
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it '
Everyone is a writer. Writing is the basis of all wealth, as my mentor says. You need to be writing (something) every single day. You can’t keep all that stuff bottled up inside. It’s not good for you. Write, write, write.Everyone is in marketing. Your words, actions, emails and conversations are either supporting or refuting your brand. Everyone in your company is responsible for marketing your company.Everyone is in sales. Because people buy people first. Because people are
You can view a PDF version of the brochure by clicking this link.
Lesson: Stick to the Basics
There are some basic principles that need to be followed whenever you're developing a marketing communication tool. The Grant Sheds brochure addresses each of these principles.
The principles are:
1. Have a clear purpose for the tool.
How is it going to be used and what outcome do you want for your business?
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it '
You and your coach are a partnership focused on you and your success. Coaching isn't a magic wand; it is a lot of hard work. You need to be committed to the process. Change, especially the kind evoked through coaching does not take place overnight. You will make subtle and powerful shifts if you are willing and able to commit to your success. Coaching is about your being in the present and focused on the future.• You and your coach need to have a good rapport. Be specific about what you need. The more you identi
Lesson: Stick to the Basics
There are some basic principles that need to be followed whenever you're developing a marketing communication tool. The Grant Sheds brochure addresses each of these principles.
The principles are:
1. Have a clear purpose for the tool.
How is it going to be used and what outcome do you want for your business?
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it '
THE 8 ASCENTS OF THE ULTIMATE LEADER (Continued from Part I) are the Psychological foundations of what makes a great Leader, they are...1. Master Your Rules of Engagement• In War, "Rules of Engagement" are what you do when you engage the enemy.• The enemy in this case is experience of when your surroundings don't match your perception of ‘what should be'• Psychological "Rules of Engagement" exist as reaction responses to these surroundings and the experiences, if you become more aware of wha
2. Understand what life is like for your target audience.
Under what circumstances will they be reading the material? (e.g. time, location, special conditions) How do you need to accommodate those circumstances?
3. Help people buy.
What do they need to learn to move to the next stage in their buying process?
4. Make it 'real'.
What evidence can you provide? How do you make your benefits more 'real life'?
5. Keep it simple.
What's the easiest way to get your point across?
6. Have a look and feel that supports your brand values.
What first impression do you want the communication tool to create about your business? What image is appropriate?
How Grant Sheds has Applied These Principles
The Grant Sheds company brochure has been developed for use in a variety of situations. For example it is distributed at trade shows and attached to quotations given to potential clients. Alison has ensured the content of the brochure is generic enough to accommodate diverse applications.
Most of the inquiries to Grant Sheds are inbound, that is, prospects already know they want to buy a shed (either now or in the future) and proactively make contact. With this in mind the Grant Sheds brochure focuses on 2 key messages; "We have the shed you want", "this is why you should buy from us". Hence the brochure aims to deliver the prospect to the next step of their buying process, that is, to get a quote.
Most of Grant Sheds' clients are farmers. Farmers work hard and are time poor. They don't want to spend time reading if they don't have to. Also anything that makes life easier is going to at least capture their attention. The smart use of photos and simple, plain English text makes the brochure a useful reference and easily 'consumed'. Alison and her team also know that their clients value personal relat
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