“Tips To Writing A Business Brochure Or Information Pack.”

A Copywriters Take & Tips On What To Include & Write For Your Business Information Pack

By: Dylan

Creative Copywriting & Content Solutions, Gold Coast

Ph: 0412 288 339

When it comes to sharing with people about why they should choose your product or service over all the other options available to them, it’s not always easy.

And with no shortage of online and offline media to choose from, one method you can use to bring you not only more quality prospects and clients, but also minimise time-wasters, is to have a killer business information or company profile pack.

And these days, business information packs come in all shapes, lengths and in different forms of media.

Some information packs are delivered digitally which can include your website, others are on paper and many relationship marketing systems use a combination of both.

Most business information packs include at least one or more of the following elements, which include but are not limited to:

Can your copywriter answer these 7 key questions?
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  • Tri-fold brochures
  • Cover letter
  • Company profiles
  • Shock & awe packs
  • Postcards
  • Landing pages
  • Newsletters
  • Video’s on CD
  • USB
  • And more.

Fact is, whatever you use or call them; they all have one outcome in common which is…

To build trust with people, highlight how your product or service can solve a problem your hottest prospect has, and how they will be benefit by doing business with you.

Our Get In Your Head Checklist 

When it comes to choosing any product or service we want to buy or use, we all have our own checklist in our head of the outcome we want.

And when it comes to business, your company profile, shock and awe pack or business information pack needs to check all those boxes as best as possible.

That said, here are seven elements to creating the right business information pack so you can turn new prospects into new and repeat clients.

  1. Cover Letter
    Prospe
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As copywriters, we always write in terms of outcomes for people and how they will benefit. It’s the direct response copywriter in me.

With your business information cover letter, you need to get to the main message and benefits ‘meat’ early and outline whom you serve, what you do and why you’re the solution.

Don’t be afraid to share your story either, as it helps people get to know you. I’ve always found that people do business with people they like, know and trust.

  1. Testimonials & References

Just starting out and don’t have any customers yet? We all start somewhere! If you’re a new business or service and haven’t worked with many people yet, make a list of every single project, job, gig and whatever else you’ve had experience with in your life.

  1. List Of Clients

If you do have some previous customers you’ve worked with before, list them in your business information brochure or pack so people can see the types of people and businesses you serve.

One of the biggest mistakes we see in business marketing is businesses focusing on what their product or services are when they should be really focusing on “whom their product or service is for.”

  1.  Explain Your Process

Apart from including your point of difference about what makes you different than your competitors, including the basic processes of

  • What you need your customer to do
  • How you work and what your role is
  • Payment terms
  • And what you need from your customers to get their projects done in a hassle-free service are all-crucial.

Many businesses assume people know how their service and process works. Most do not – so take them by the hand and show them.

Apart from giving potential customers general insight into what they can expect and how you work with them, including your processes also lets them know you’re the real deal, professional and gives them clear expectations while putting them in the picture of what working with you could be like.

  1. By-Line Or Bio

Another important component of your business information pack, and where many businesses miss the mark is – overlooking how important a by-line or biography is.

The truth is, people, do business with other people they like, have confidence in and trust. This is where people will come to know you, your goals, your ‘why’ and purpose, and get a glimpse of who you and your business are.

This section is particularly important because this is also part of making people feel comfortable with you which ultimately helps them decide if they’d like to work with you.

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    Services

Many of us who own businesses assume new and repeat customers already know what services or products we provide however nothing could be further from the truth.

Solution – Bullet point a list of the services you and your business provide in your company profile, tri-fold business brochure or shock and awe pack.

You’ve already captured the prospect’s interests if they’re still reading, but vague and confusing service descriptions are a sure-fire way to turn them off completely.

  1. Portfolio Or Case Studies (samples of your work) 

Time to close the deal. Show your client that you’re a professional, win them over and prove your business or service is an asset to them that they need.

Include any of the past projects you’ve worked on, a case study or milestones for your business or service, and if possible provide a sample of what your business does (show a picture of your product or service in action, get creative).

So there you have it, follow these simple guidelines you’ll find yourself with a top quality business brochure, shock and awe pack or information pack that will attract, educate and build confidence with those people you want to work with while filtering out the time-wasters.

Rounding Up

There’s no doubt that a well-written, designed and formatted business brochure, shock and awe pack or company profile can go a long way to attracting the right type of person and converting them into paying customers.

Of course, the elements you want to include in your digital or paper business information pack are as individual as you are.

What I mean by this is business information packs we’ve written have varied from a single sheet A4 tri-fold brochure to 40-page shock and awe packs for sheds and other business services and products.

Over To You

Got a tip to share on what to include in your business information pack? Share it here.

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If you liked these copywriting tips about writing a business information pack please share this blog with people you think can benefit as well.

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Thanks again and if you have questions about writing a business information pack just give us a call on 0412 288 339 or drop us an email.

Thanks for reading

Creative Copywriting Team
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About Creative Copywriting & Content Solutions

It’s no secret that our passion and experience for copywriting and content writing has been crucial in getting many of our customers on the first page of Google and creating new and repeat sales for them since we started in 2003.

However, we’re just as passionate about delivering you with as much value as possible… improving on the marketing results you’re getting now and helping you save your time, money and energy to improve your life and businesses value.

4 replies
  1. Jaffaman
    Jaffaman says:

    Hi Erika. Your compnay profile, business brochure, shock and awe pack or business infromation pack needs to be as long as it needs to be to get the message across. Of course, I’m a realist, so budget matters as well. I always focus on testing and starting small but thinking big. If you’re a micro business of one person with 0-3 years of operating, perhaps a DL Flyer or Tri-Fold brochure is the go. The biggest tip I can give you about this is the content and graphic design needs to work together. So find a graphic design service that also has proven marketing experience and if you get stuck, let me know. Thank you

  2. Kateland
    Kateland says:

    What about creating an electronic information pack? Any suggestions you can provide would be awesome. Thx Kate

  3. Jaffaman
    Jaffaman says:

    Good question. Okay, we have one and we include a video, with an electronic version of a business brochure with most of what we talked about in the blog post. We also have a special time-sensitive offer to encourage people to take action. Also, don’t fall for all the B.S. about video Kateland. Yes, the presentation is important. Do you need to spend $2,000 on a video for an electronic business brochure? Well if your average customer is worth $300 No. If your average customer is worth $5,000 Yes. Like all marketing start small, think big. Keep costs low to start then if your electronic brochure or company profile works dedicate more money from the results to improving it. Ak yourself this question Kateland before spending any money on your business. “Is it a want or a need?” Reach out if you need me, thank you, E.

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