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Case Study –
Small Business Communications
Background
A small business entrepreneur wanted to promote
her company with a sales brochure outlining
her services.
The Challenge
A new business meant a limited budget. The owner
contracted a graphic designer to create a format
and layout for the brochure but supplied copy
of her own.
A preliminary review of the information revealed
that while a sincere attempt had been made at
communicating strengths and services, the brochure
fell short of its mark.
Strategy
As this was the solitary brochure that would
represent the business to an unknown prospect,
it was important to position the business as
one that could bring tangible benefits. Its
proprietor was to be seen as a professional
with depth of knowledge and expertise. To do
so, we:
• Introduced branding elements to the
project.
• Established believability and professionalism
through testimonials and a background of the
seminar leader.
• Wrote copy that was compelling, informative
and invited queries.
• Clearly communicated the return on investment
for a potential user.
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