The Three D’s of an Effective Capabilities Brochure
Nov 8 , 2017
For many small to mid-sized business owners, answering the question, “What do you do?” can be a challenge. And the response can be a moving target, especially if your company is growing or adjusting to new market realities.
For example, a dentist just opening her practice might say: “I provide general dentistry for families.” Simple enough. But after a few years in the business and finding a specialty niche to serve, the answer might be more specific: “I offer sedation dentistry for cosmetic repairs.” Or consider a traditional printer, who once said, “I print business materials for my customers.” That person might now be saying, “I provide marketing and print solutions for local businesses with both printed and digital components.”
As your business evolves, be sure your marketing collateral evolves with it. If you haven’t updated your capabilities brochure in ages, it’s probably time for a closer look. Put yourself in your customer’s shoes to initially evaluate your existing messaging and the overall look and feel. Then, follow the three D’s:
- Define. While you might offer “full-spectrum financial services,” your customer probably doesn’t know what that means. Instead, he may be looking for specifics like “retirement planning” or “investment advice.” Keep your descriptions concise. If you have too much to say about one particular area, break it down into two or more services. At the end of this definition stage, you should have a bulleted list of the services you offer with a brief description of each.
- Demonstrate. This is where you can build your credibility. For each of the bulleted items on your list, think of one particular project or customer interaction in which you excelled and got solid, measurable results. Jot down the customer problem or business challenge you solved, and the specific results achieved.
For example, maybe you specialize in selling exclusive waterfront property. You might share a particularly challenging sale and the invitation-only event you held for local brokers, resulting in several competitive bids. Include tangible outcomes with measurable results whenever possible.
- Design. Carefully consider how this piece will look. It can be the cornerstone of your brand image and, as such, should reflect all your brand standards, logo usage, colours and other identifiable graphic elements. On the other hand, if you don’t have a solid brand image or need to update your existing look, now is the time. Use your new brochure as the new design focus, and take elements from the brochure to update your existing marketing collateral to create new complementary pieces.
“What do you do?” Answer that question with a carefully conceived and beautifully produced capabilities brochure that speaks for you!
Need assistance in creating a capabilities brochure? We’re your nearby experts; we can help.
Fast. Local. Personal. For over 35 years KKP has been supplying a comprehensive range of high-quality print, design and sign services as well as marketing assistance to Canadian businesses. For expert assistance, attentive service and affordable prices, contact us today.
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