Writing brochures, particularly corporate brochures for asset management companies, can quickly become an exercise in demonstrating facts, figures and how the company differentiates itself (if at all) from others in the industry.
And the main sales focus of the brochure i.e. ‘what benefits your company can offer the client’, is often placed too late in the narrative. It’s an easy trap to fall into, so before starting any piece of marketing collateral, particularly a brochure, it’s worthwhile taking the time to review what the optimal focus of the content should be and therefore how best to structure the flow of content around it.
It sounds simple enough, but many of us in asset management will admit it’s very easy to get tied up in knots explaining the complexities of financial products and losing sight of why we are managing any of these products – to help clients protect and grow their money.
These twelve tips for writing a better marketing brochure, may look painfully like common sense, but as the saying goes, “common sense is not so common”.