There is more to creating great catalogs and brochures then just wonderful pictures and descriptions. First of all, ask yourself what should be quite obvious; what is the purpose of my producing a catalog or brochure? The answer will come to you in a second; to sell your product or services! Therefore what are the tools you need to best sell them? You will need great photos, accurate descriptions and COMPELLING COPY. In most cases, people tend to focus on the images and descriptions in their catalogs and brochures, but neglect to add compelling copy. Most likely this is because they are experts in the production of their products and or services, but not in the language of sales.
So where does this leave the creator of the catalog or brochure? It leaves you with only two thirds of the job done in order to get your message across to your intended purchaser. We can produce a wonderful printing job of your catalog or brochure, but what do you then have: A fabulous picture book? Is that enough? No, it is not!
What is the U.S.P.? It stands for the Unique Selling Proposition, which is a marketing concept that describes how you should portray your product or service as a unique one that can benefit the purchaser of it. Some early examples of uniqueness were Wonder Bread: “Wonder Bread Helps Build Strong Bodies 12 Ways” and FedEx: “When your package absolutely, positively has to get there overnight”. In addition to uniqueness, a good selling proposition must portray the benefits of the product of services to the customer. Today’s customer is not much interested in what you are “offering”, but how that which you offer, benefits them.
- “What makes our product/service unique? (Provide the answers to that question in clear and concise terms).
- “You will benefit by utilizing our widget in the following 5 ways”. (Go on to itemize them).
- “We guarantee our product fully” (more than likely you already do this, so portray it in your copy).
- “Why do business with us?” (Ask questions and provide detailed answers with the benefits to the customer).
- Free Offer: Everybody likes something for free. Offer a minor product or service should people choose to do business with you.
These are just a few of the things that will help you write well written copy of sales that can portray the benefits and uniqueness of your product or service. It will help explain why people should choose you to do business with and not your competitor. It will also put your product or service in its most favorable light.
The next time you consider creating a catalog or brochure for your business, remember, that just because some guy in China a thousand or so years ago stated “a picture is worth a thousand words”, that times have changed. A compelling description about your product or service, what makes it unique, and how people will benefit from having it may be worth more than the picture. In any event, you can have your cake and eat it to, if you use quality doses of both.
We hope the next time you require a printed catalog or brochure for your business you will think of us and our unique services, which not only include the best quality commercial printing of catalogs and brochures at the right price, but you can also benefit from using one of our excellent copywriters who truly understand today’s language of sales.
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