Corporate brochures and covering letters
For professional services and organisations
The benefits of a well written brochure
A brochure is your silent salesman. It is a substitute for having a representative meet your prospective client. It must therefore give some background on your company and explain your services. For each service it should:
- Indicate how you perform the service, emphasising how your expertise and experience makes a difference
- Draw out the typical issues – both opportunities and problems - that, as experienced practitioners, you know to look out for
- Indicate the advantages for clients of performing the service well
- Spread doubt about the dangers of not doing it properly (i.e. remind them of the risk of them going with another firm or not using a firm)
How much text?
If these details are presented in the context of answering the client’s needs, you do not need to worry about giving them too much detail. They will be interested because you are talking to them about something they care about – how you will solve their problems and help them achieve their objectives.
Do this well and the prospect will:
- Feel confident about your organisation and know what they are doing and can be trusted
- Be far more inclined to agree to a meeting or whatever sales objective you have set
- Be pre-sold on your organisation so your representative has less of a steep hill to climb to secure new business
A covering letter improves the conversion rate of a sales brochure. Why? First, it allows a more personal, individual-to-individual tone than the more formal brochure. This frees you to be more persuasive because you can reference their situation more specifically. Because it is like a dialogue, you can anticipate your audience’s objections and answer them. It is a highly cost-effective medium and, of course, highly measurable.
The value of persuasive copywriting
If attracting new clients is important to your business it is essential to have persuasive materials – brochures and covering letters – that convey the benefits of your approach. Professional service providers, like lawyers, all offer the same thing. It is the way they offer it and the experience and expertise they bring to bear that differentiates them. Clients are looking for evidence of this experience and expertise. A good copywriter can draw this out of a client and make it credible on the page.
Targeting different audiences with different need
You will probably have distinct types of prospective clients. Having a covering letter for each type allows you to explain how the way you do things meets that group’s particular needs. Done well, such letters can dramatically improve sales conversion rates.
BB Copywriting: experts in professional services sales writing
Writing for professional services is a skill and many copywriters and design agencies do not understand it. BB Copywriting can provide examples of brochures for organisations in a variety of sectors. It can also show you covering letters that have dramatically improved the conversion rate to secure more meetings for companies. The value of those meetings and the business they generated far exceed the cost of writing those letters and brochures.
Good copywriting is a fabulous investment in your business. You can use both the letter and brochure copy repeatedly, attracting clients when you need them. The copy can also be adapted for your website, so this is becomes more effective in attracting clients.
For more information, please call on 020 8674 3551.