by Bruce Pilgrim

Created on: May 30, 2007

Creating a brochure that properly positions and markets your product or service begins with a thorough understanding of your market.

Let's assume you have developed a great new product that fits a real consumer need. Great News: You're already half-finished finished with your brochure because you are light years ahead of all the me-too products, and all of the solutions in search of a problem out there.

Now, here are ten tips to help get you the rest of the way.

1. Put yourself in the shoes of the customer

Don't look at the world from your point of view. Instead, focus on the "pain" your potential customers experience when they don't have the benefit of your product. If you've invented a ladder, look at the world from the point of view of someone who needs to fix his roof.

2. Look for and articulate the unique selling proposition.

Finding the unique selling proposition or USP is a classic marketing objective. This goes to the essence of your message. It's your version of "Tastes Great, Less Filling" or "Melts in your mouth, not in your hand." For your ladder, maybe it's something like "Get to the Top with Mr. Ladder."

3. Couch your product in terms of benefits instead of features.

Your ladders are made from only the finest aluminum, and each step is specially designed to prevent slippage, and blah, blah, blah. Those features are fine and should be in the brochure, but they're not nearly as important as the main benefit: elevation on demand. Now, your customers can more easily paint walls, hang pictures, clean out their gutters, etc. thanks to the portable elevation device you now offer.

4. Show the product.

You'd be surprised at how often businesses overlook this basic rule. High quality photography of your product "in action" is a must. These photos should clearly illustrate how the product helps solve real problems. All of the words in the world aren't nearly as persuasive or illuminating as a great picture.

5. Get testimonials.

Find someone who likes your product and is willing to say so. A roofer who recommends your brand of ladders can be extremely credible. A quick, hard hitting quotation attributed to a real person is an extremely powerful marketing tool. If your product is somewhat difficult to describe, say, a software application, you might need a more in-depth testimonial called a "case study." Google "case studies" for some examples.

6. Show why you're better.

Maybe your product is not so unique, but is arguably better than similar products. If you can back it

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