Creating a Company Brochure

At this point, you’ve now performed a competitive analysis of an industry, and selected 5 compelling reasons why somebody should buy your product. You’ve also created two follow on sentences to these compelling reasons.

Now, with the same 5 value propositions that you wrote about with your competitive analysis, your challenge will be to review these 5 compelling reasons and prioritize them.

Step 1: Prioritize the value propositions with the most compelling reasons listed first.

Next, we need to make the reasons flow together in an easy to read fashion. This will require you to create an additional sentence, a transition sentence. For example, you’ll typically have at least 4 sentences per Value Proposition.

Step 2: Add a transition sentence to the end of each Value Proposition Paragraph. The paragraph would start with the topic sentence as the “value proposition”; the next two sentences explains the benefits of this value proposition, and the last sentence is the “transition” to the next reason. Four sentences per paragraph is the minimum number of sentences.

Example:

A) Our candy has the freshest ingredients. (Value Proposition)

2) Our fresh ingredients make the candy taste better.

(Benefit Sentence that tells why the Value Prop sentence is important)

3) Better tasting candy elevates your mood and makes you feel better.

(Benefit Sentence that tell why the Value Prop Sentence is important)

4) You can only buy this delicious candy at our store, or on-line.

(Transition sentence, leads the reader to the next paragraph)

B) Visit us at our web site.

2) On our web site you can customize your order.

3) Its fast, easy and safe to order our candy on-line.

4) If it’s not exactly how you want it, we guarantee your money back.

C) Your satisfaction is always guaranteed.

2) Mouth watering, euphoric chocolate needs to satisfy your internal cravings.

3) Those internal craving will be completely satisfied, or we give you your money back.

4) Next transition sentence.

a) Value Proposition:

1) Benefit:

2) Benefit:

3) Transition:

Step 3: Create a sales brochure by next Monday.

open up MS Publisher. Choose “New”, pubs for print and choose brochures. Open the brochure template and create a sales brochure for your company.

Inside Panels: Place your value propositions into the inside 3 panels. Use the value proposition, benefit statement, benefit statement, transition sentence model. Place the highest value proposition first, second highest value next … on down to the fifth proposition. Inter mix images to create a nice looking, easy to read brochure.

Outside Panels: The first, front panel should have the company name, logo, contact numbers. The center panel can be used as a mailing panel, the third panel back is a good place for awards, or customer recommendations, or maps, or contact numbers.

If you need art images, go to google.com and search under “images” for your particular file.