What Information Should Be in Brochure?

Brochures play an important role in marketing your small business. You can use them as part of a direct marketing campaign or as a presentation tool for your sales team. Product and corporate brochures are the most common types of marketing publications. They tell your customers and prospects about the products and services you offer, and they build confidence in your company by describing your capability. Brochures may be printed or published in digital format for online distribution.

Including company information in a brochure demonstrates your capability as a supplier. Customers need to feel confident that their suppliers can provide reliable delivery and consistent quality. Provide details of the size of your company and the number of years in business. Describe the skills and qualifications of your company, together with any industry credentials, such as quality accreditation. Include information on your manufacturing resources and your production capacity. Describe your market sector experience in specific industries and provide a list of your major customers.

Customers use product brochures to obtain detailed information on products. They use the information to compare the specifications and performance of competing products as part of their purchasing decision. Provide a description of the product, together with detailed specifications. Describe its features and the benefits to the customer. You should also include photos or diagrams of the product.

A case study describes how customers have benefited from using products. Including case studies in a brochure adds credibility to your claims about the product. For business products, outline the problems or challenges the customer faced and describe how your product helped the customer overcome them. Describe the important benefits, such as cost savings, improved performance, greater reliability or reduced maintenance. Consumer case studies describe personal benefits. Solar panels, for example, can reduce customers’ energy bills, improve the value of their homes and demonstrate their green credentials.

Customers need to know that your company provides support before and after the sale. The consultancy or advisory services you offer can help customers make the right product choice. You also need to describe the support you offer after a sale. Include information on installation and training services if you supply complex products. Customers also need to know that you can provide maintenance and repair services.

Contact information lets your customers know where to buy your products and where to obtain information. Include basic information, such as your street address, phone number, and email and any website addresses. Provide specific numbers and email addresses for different departments, such as sales, customer service or technical support. If you sell your products through retailers, provide location and contact details for retail outlets.