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| | The The CopyWriters Connection Network is not currently active and cannot accept new posts | | How to Create a Consumer Awareness Guide | Views: 288 | | Jan 13, 2006 10:57 pm | | How to Create a Consumer Awareness Guide | # | 
Steven Boaze | | Most companies focus on developing a brochure, a
slick 4 color tri-fold brochure with pictures,
the name of their company, phone number, etc.
That's actually how people treat it. It's just a
brochure with very little meaning. It's treated
with low perceived value and usually ends up in
the garbage. Most brochures developed are full of
"me too" or copy focused on the company itself.
How can you promote your company or establish
some type of expertise and put it into a vehicle
like a consumer guide or report that the consumer
will want to read?
You can develop it in an informational format.
You put your expertise, knowledge, background,
and years of experience down in print. In other
words, a 12-page "Inside Secrets" type of report
that relates to the service you want to render
has a much more valuable meaning to the reader
than an actual fancy brochure.
It also now becomes a book. Even if it's a
report, you can call it a book. It doesn't
matter. It's a different look, feel, value, pages
than a brochure. It also provides advice. This
report will be skimmed over, read and saved or
passed along to others.
You will want to treat the title of your report
like you would the headline of an ad. You want to
create a title that keeps your prospect
interested. It should tell them what's in it for
them. It should give them a big benefit. You'll
also want to entice them into getting a copy of
it now.
You don't want to title your book or report "Acme
Company- We Value Your Patronage" your Company
For Life. You don't want to come up with a title
that gives them no reason to call you. You don't
want to put your company name in the title.
If anything, put your company name underneath the
person's name so you are listed as the author of
your report or book or consumer awareness guide.
You can also add a photo on the cover. This also
gives you credibility and makes you be recognized
as an expert in the field.
Your report or book needs to be written from your
consumer's side, not your side. It needs to be
written from their vantage point. They're going
to understand that you're educating them about
the industry's weaknesses. You tell them right
away, "I know there are some unethical companies,
but before you make any choices, please read on
to find out the key ideas you need to know
before", etc.
You become their advocate and advise them about
picking the right company. You will be perceived
as "educating" them instead of "selling" them."
Try not to use the words "me", "we" "I" and "us."
Try to use the words "you" and "your" as often as
possible.
Your reader doesn't want to hear about your
company. They want to hear about what your report
can do for them and educate them. Then they'll
want to know about your company.
You'll want to create this copy so it doesn't
look like advertising. It has to position you as
a helpful friend and expert in the field. Don't
be touting your company or recommending your
company.
You need to describe the actions necessary to
fulfill the promise that's in the report. For
example with this headline, "10 Easy Steps To
Making Sure You Don't Get Ripped Off By A
Contractor," then spell out those 10 steps. Wet
their appetite. Tell them what to do, but not
necessarily how to do it. What happens is they
will contact you for more of your advice.
The final step should be to contact you for more
information. Give them a check list or flow chart
of the process so you are educating them. Try not
to use too much industry lingo because they may
not understand it. You may even have a copywriter
prepare this report.
You want to avoid using an advertising agency
because they're more inclined to do fancy
brochures and try to stick in some logos and
other things that really aren't needed. You want
to have it printed nicely. You want to have it
Professionally laid out and typeset by a printer,
but don't make it look like a brochure. It
doesn't have to be printed in 4-colors and on
high glossy stock.
You can print a cover on heavier weight paper
with the actual report saddle stitched (stapled)
and folded. If you want, you can make the cover a
different color. That's as expensive as you want
to go. You can make this report on white paper
with black ink, folded and stapled in the middle.
You want to make it at least as long as necessary
to convey perceived value.12 pages is usually a
good amount, double spaced. You can still fit
that report into a #10 envelope if you need to.
In conclusion, there are really only two reasons
why anyone does anything. It's to gain pleasure
or avoid pain. You want to be sure your report's
title appeals to either one. If not, re-write it
until it does.
Steven BoazePrivate Reply to Steven Boaze | | |
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