May 2008
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Creating effective marketing materials | Workplace

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Creating effective marketing materials

by Jonathan Goldhill
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Many business owners believe they need a trifold brochure to market their companies, but this is not true. What your potential customers need to know is how your company is different from the rest. A typical brochure simply confirms your company is the same as your competitors.

A brochure is not likely to grab your prospects' attention, hold it and demonstrate how your company is uniquely qualified to solve their problems. If you want your marketing materials to accomplish these things, they must include more information.

Your prospects are likely to believe your company is a lot like any other roofing company. On the surface, they are correct—you install roof systems on buildings, as do your competitors. But the difference lies in the way you provide your service, your experience, the way you communicate, your professionalism, your training, your safety checklist and your story. This is the information you need to share with your potential customers.



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