Workplace

Many business owners believe they need a trifold brochure to market their companies, but this is not true. What your potential customers need to know is how your company is different from the rest. A typical brochure simply confirms your company is the same as your competitors.

A brochure is not likely to grab your prospects' attention, hold it and demonstrate how your company is uniquely qualified to solve their problems. If you want your marketing materials to accomplish these things, they must include more information.

Your prospects are likely to believe your company is a lot like any other roofing company. On the surface, they are correct—you install roof systems on buildings, as do your competitors. But the difference lies in the way you provide your service, your experience, the way you communicate, your professionalism, your training, your safety checklist and your story. This is the information you need to share with your potential customers.

A folder

To market your business successfully, you should create a folder containing pertinent information about your company.

A well-designed folder includes a template—this should be a professionally printed piece that includes your company's logo and contact information but is different from your letterhead. This will serve as the base piece for the following pieces of information you should include in the folder:

• An executive summary. This is where you can communicate your core marketing messages. Demonstrate how your company is different, and show potential customers the benefits of doing business with you. If you have a guarantee, for example, or if you are faster, smarter or cheaper than your competitors, it should be stated in this summary.
• A list of services. This is your opportunity to tell potential customers exactly what you offer. You may even want to create a separate sheet detailing each of your services if you have more than one.
• Case studies. Pick representative customers and outline how your products or services have solved their problems. People learn in different ways, and case studies will allow potential customers to visualize themselves using your services.
• Testimonials. Get quotes from current customers, and create a page titled, "See what others have to say about us."
• Process description. Create a detailed checklist and flow charts that show potential customers how you perform work. You may already have these, and by making them part of your marketing materials, you can demonstrate your company's professionalism.
• Your story. Many companies have interesting histories. Tell your company's story in an open, honest and entertaining way.

These pieces of information can, in many cases, be word-processed files you can laser print onto your template. This format allows for inexpensive printing and flexibility when you need to update, change or personalize your marketing materials.

Premium prospects

Will your prospects actually read all this information? Some will, and some won't. But the ones who do read it will be more likely to pay a premium to acquire your services.

Jonathan Goldhill owns The Goldhill Group, Agoura Hills, Calif., a company that provides business, marketing, life coaching and consulting to company leaders and managers.