We understand that being able to write in a clear and professional style is important to your business. That is why we have developed the Business Writing Institute and the Effective Business Writing class. This practice-driven business writing class will significantly improve your ability to write in English, so that your readers will receive a clear, concise, effective message. Most professionals spend at least 15-20% of their time writing for business; emails, memos, business letters, reports and other business correspondence. Our customized approach guarantees an improvement in business communication skills that will increase your productivity, success and job satisfaction.
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Benefits of business writing training classes:
- learn how to write a business letter
- discover the skills of writing a business letter
- learn to create clear business correspondence
- understand the difference of writing for business
- improve overall business communication
Business Writing Class: How to Write a Brochure and Capture Their Interest
An IT firm wanted to know how to write a brochure. They had even come up with some preliminary text:
ABC Company is a professional IT consulting firm specializing in strategic information technology services that help you drive business results. Our principals are experienced consultants with an average of 15 years' experience. Our clients range from small firms to Fortune 500 companies.
Everything they wrote was factual and important. Unfortunately, it was also boring and would never get read.
The problem is, this company was looking at the brochure from their own perspective. But that's not the perspective that matters.
Instead, when you are writing a brochure, put yourself in your customer's shoes. What big issue is your customer facing? What problem does he need your help to solve?
Start off your brochure by stating this problem, even if you think it's obvious. Why? It will make you frame your entire message in terms that matter to your customer - which I guarantee will catch his attention.
For my IT client, after a little research I determined that their customers were business owners who'd grown their companies into multi-million dollar ventures, and they were worried about being able to still making smart strategic decisions. So I scrapped what my client had written and instead started out their brochure like this:
Gut instincts alone aren't enough to manage a growing enterprise. You need strong analytics to make the quantifiable strategic decisions that will drive your continued success.
But can you trust the data you're using?
ABC Company helps you implement the technology that will get you to sound, reliable, profitable business decisions.
Made you want to read a little more, didn't it?
Writing a brochure sounds easy enough...until you actually sit down to write it. It's so easy to get wrapped up in the nuts and bolts of what you do that it can be hard to mentally take a step back from your business and figure out what your prospective customers really want to know.
There are a lot of best practices copywriting articles out there. But as you're figuring out how to write your brochure, here are two little tips that you absolutely must remember.
1. Show your reader how you solve the problem.
This is important: ALWAYS focus on the customer. Don't tell him what you do and why you're great. Tell him what you do and what benefit he can expect.
In fact, start out your brochure by framing things from his point of view. State the problem he's facing, even if you think it's obvious. I promise you, it will catch his attention. Now you can tell him how you can help him fix his problem.
It's okay to walk the reader through the various services or products you offer, and to describe your experienced staff and amazing portfolio. Just don't put these accolades in merely for the sake of thumping your own chest; explain everything in terms of the quality of work that your customer can expect, and be sure to tie it back to his original problem.
2. Tell the reader what to do next.
This is easy to forget. But it's the whole reason you create a brochure or any marketing piece in the first place, right? To get the reader to do something?
Don't assume that the reader will know what to do after reading your brochure. Tell him what to do. Statistics show that telling the reader what to do dramatically increases the chance that he will do it.
Call (555) 555-5555 today to learn more!
Short, sweet, to the point...and the most important sentence in the entire brochure.
Source: Beth Carter link
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