When it comes to writing, brochures medical products and services, many companies do not get the writers in the trial in the interests of their know-how involved. Brochures are very expensive for the company: It takes time, effort, talent and energy (not to mention money to produce) on a brochure decent. But too often the final product falls. Even worse are the participants in the creation of brochures at a loss to explain the results. Ignore customersbrochures and sometimes companies figure the problem is the brochure. You could actually much, much easier.
Many think that the obvious reasons, the fault is the writing bad? Perhaps the images were unhappy. Perhaps the product is not good. Last but not least, some critics argue that a brochure was not the correct vehicle.
The problem is something that is very easy to overlook. What is odd is that it is linguistically a simple solution, but it is hardamended so as psychologically.
What is wrong with so many medical pamphlets? Most of the doctors have brochures about the company and the product, and what the company needs to produce the product and how the company presents the product and what the company thinks the product.
This is everything except one thing must have. This is not the player.
Good writers learn early on that it is important to know your audience. Before prospectusis made, the author has apparently decided that he wanted to read. More than that, the author has to know their customers.
Identifiying an audience is not enough. You need to understand what it covers mainly the elections. What keeps awake all night? What do they know bitch? What is the only thing I wish someone would fix that would make the job easier or faster or better? What are the most passionate in their work?
This is too much to know, andthe real work that writers. Writers know the people and know their names are known to be progressively keys areas of common agreement and areas where people in search of answers.
Once you know that writing to the person and make it personal.
This example from a recent brochure, with some details of last year. The first paragraph of the brochure was the declaration of intent and the department, the second paragraph of the text, how it went: "When Mimi Company, we know the role that 'Nurses play in the clinical situation, and we try to emphasize the importance of care in the formulation of our program of stress. We believe that nurses do a great job and we want to give nurses the opportunity to spend more in-service training than any other company in our industry. "
It 'clear to see what the author intended to communicate, but the brochure was a total turn-off. Imagine, at a party and a boy came to her and said: "I know what an interesting person that you and IValue, so I decided to talk to you because I wanted to express my respect, because one of the most beautiful girl I'm here. "They think it sucks and psychotic, probably in that order.
A shallow copy of the updated brochure is to make the third person (which is a little 'formal) or the second person. (With the model of a water landing that wants to read a mission statement? "Many people do not even know read their own mission statements much less try to foist on the unsuspectingChange the public) and a copy of something that could put the whole brochure to be fixed. "Nurses work hard and not always shown to recognize that they deserve. Numerous studies have shown that nurses can significantly improve clinical outcomes, particularly in critical care. Nurses, but not always so many opportunities for in-service training, as some of their colleagues. That is why we are proud to present this comprehensive list of opportunities for education and training that are specifically designed forNurses nurse. "He had two texts have been true, but the second is the fulcrum of society and put on the nurses. A nurse hot-button issue is the fact that nurses are not as well recognized, at least in some settings, they should be. In this particular context, nurses were also bothered by the fact that there are only few in-service training that all of these were none of what needed to be targeted nurses meet. This text them.
If you're a writer, you can also say, I startedoff in the third person (it is nurses), but ended up talking to me-and-That (That's why we offer the offer ...), so that when the first person pronoun was used in the text, brochure is now talking directly to nurses.
The company rejected the revisions and thei first released version. Not all stories marketing communications are happy or logical extensions. But this shows, for example, what is wrong with so many medical brochures. Company, instead of promoting their agendaalways in the minds of their customers and try to brochures to their needs in this book.
Here's a hint. Customers do not buy from you because they want to help your business. You do not even know to buy from you first because like you (even if it does not hurt). Who buy from you, because you see something you are going to solve their problems or providing their needs.
Write your brochure with this in mind, and you have a winner.
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