For datasheets, shorter and to-the-point is better.
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Most marketing organizations churn out whitepapers by the boat load. But few have established best practices for this age-old stand-by piece of sales collateral. Your corporate brochure is probably the most important, and costly, piece of collateral you will produce. But … do you need one? Many times the answer is "yes." However, there are times when the answer is a resounding "no." Your corporate brochure is the king pin of your collateral arsenal: it sets up the key messages and positioning for all your other marketing documents. As such, it is probably the most important piece of collateral you will produce. It must tell a story that is both compelling and credible. It must explain your vision, your strategy, the strength of your company, and your commitment to quality and service — all in 10-20 pages. |
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