Are you using a capability brochure to get business?  

Call it your MVP.  Your Most Versatile Promoter.  Like sports MVPs, a powerful capability brochure helps you be a winner. 

By definition, a capability brochure tells prospective customers who you are, what you believe, what you sell, how you sell, and where you sell.  It is a cornerstone communication tool.  It is a non-personal sales representative in print or online. 

At MullaneyCookson, we often say to our clients, “You are not in sales if you don’t have a capability brochure.”  Pretty strong assertion.  But we have good reasons. 

Consider how many ways you can use your brochure

 It is like a utility infielder.  It plays many positions. 

. Prospect mailer for new accounts

. Customer mailer for referrals, cross-selling

. Sales talk track at point of sale

. Leave piece at point of sale

. Countertop “take one” display. Literature for office reception area

. New employee recruiting tool

. New employee orientation

. Handout at tradeshows

. Seminar take-home literature

. Press kit enclosure

. Open house handout

. Fulfillment piece for direct inquiries

. Offer in a direct mail letter

. And more! 

Publish in print and online 

We strongly recommend to clients that they convert their printed capability brochure to a download offer on their Web sites.  It is an inexpensive and simple way to extend the value of the piece. 

Design it to last at least three years 

One approach is to order the largest quantity that makes sense for your agency with a three-year inventory supply in mind.  This will give you the lowest cost-per-unit.  However, you may decide that it makes more sense in your situation to use digital printing and produce brochures “on-demand.”  

Send product- or service-specific letters with your brochure 

The most successful direct response format for a service business continues to be a package: (1) Letter that creates pain and a solution to the pain;  (2) Sales brochure; (3) Postage-paid reply card; and (4) Business card. 

Not-so-obvious but valuable side benefit Quality capability brochures definitely have an effect on employee morale and pride in performance.   .