I have a trade show in less than 3 weeks and am trying to develop a brochure that clearly communicates the benefits of our service in a compelling fashion.
I would like help with the messaging as well as the best approach to getting it across within the context of a brochure.
Our service aims to give franchise owners more buying power and expertise in cash management. We set up cooperative cash management groups that enable franchise owners to get better financing, investments, and banking.
The problem is it’s a completely new concept that has not been done before. What can be a complex service offering must be broken down very simply. One thing that helps is that many franchisees already work together in cooperatives for other supplies and services.
My first thought is to layout of a table with Needs and our Solutions as column headers.
Any help with messaging and its layout within a brochure is very appreciated.
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Jay’s Answer: You need a plan to get their attention, especially since you claim you have to educate them on this new idea.
First, focus on your key benefit to them and distill it down into a headline, such as:
- Increase Your Franchise Buying Power
- Boost Your Franchise Bottom Line
- Our Franchise Bank Invests In You
If the title doesn’t immediately grab them, your brochure goes into the recycle pile (i.e., "doesn’t stick")
The purpose of the brochure is to get them to contact you. You don’t need to overwhelm them with tons of text/hype. Strictly talk to their pain, and how you solve it. Make sure you have a call to action – call us for a free report/evaluation/consultation/white paper/etc.