Brochures, papers and flyers
Brochures, data sheets, white papers and other collateral are your chance to talk about your products and services in more details. We've worked on a wide range of publications in diverse industries, for business, consumer and technical audiences. Here are a few examples of successful projects.Case 1: Turning technical knowledge into business benefit-led B2B brochures
The challenge
Write a series of industry-focused brochures for a technology company
The criteria
Create business benefit-focused marketing content for C-level readers that is accessible for readers across EMEA
Our approach
- Arrange individual interviews with client content experts in person where possible or by phone
- Determine a structure for the set of brochures: setting the scene, explaining the solution, offering examples of application, highlighting the company’s credentials, and providing a call to action
- Create the content
- Manage the review process between content experts and the marketing team
Case 2: Introduce new revenue-earning concepts to a small business market
The challenge
Create content for a brochure promoting instore ATMs to owners of small shops
Criteria
Introduce a little-known service from a major global player
Tailor the content to suit small retail businesses
Write for translation to other languages
Our approach
- Join several teleconferences for marketers, sales managers and industry experts within the client organisation to determine exactly what is required in the brochure
- Ask pertinent questions from the viewpoint of the prospective customer
- Create brochure content with a logical flow that’s simple to understand and applicable to a variety of territories, all with their own local banking rules and marketing guidelines
- Achieve a final version of the content that meets the approval of all interested parties
Case 3: Convince potential marketing customers to agree a sales meeting
The challenge
Help the sales force of a major global supplier to get more meetings with the marketing teams at potential customers and strengthen relationships with current customers, when historically the relationship has been with technical teams
Criteria
- Write short but compelling copy for a mini-brochure to act as a meeting getter
- Create copy that can be personalised to each recipient where they are known
- Follow a concept and design already visualised by the marcoms agency
Our approach
- Write copy that is versatile enough to include the name of the customer organisation and its industry comfortably within the conversation, as well as the role of the marketing recipient when it is know
- Ensure that it is easy to change the content for each recipient, and highlight text where this would happen
- Keep the communication direct and friendly
- Take the content from the usual technical discussion to a marketing-focused communication
- Personalise the call to action
- Keep it really short!
