Technology Brochures From The Drawing Board To The Rubbish Bin

Check most technology companies' promotional materials and you realise that when they were designed, the focus was on creating glitz and glamour not results. The objective was pontification and self-aggrandisement not educating readers and invoking the next step leading to the sales..

These companies were kidnapped by some graphics designers and the result is just that: Nice graphics that will enrich the designer's portfolio but doesn't make a dickybird of a difference to the company's sales results.

And then salespeople spend around 30% of their time to hide all the rubbish created by the marketing department and to create some meaningful sales materials they can hand out to prospects and leave behind after meetings.

It reminds me, the former farmer, of a cattle rancher with a big hat and a fancy branding iron but no cattle. They can impress the market until potential buyers want to take a look at the beasts. Then our rancher is in deep shit...

So, in this month's article, we discuss how to put together client-centred brochures, entitled...

Technology Brochures From The Drawing Board To The Rubbish Bin