首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Read the advice below about producing a company brochure and the questions on the opposite page. THE ART OF PE
Read the advice below about producing a company brochure and the questions on the opposite page. THE ART OF PE
admin
2013-01-13
58
问题
Read the advice below about producing a company brochure and the questions on the opposite page.
THE ART OF PERSUASION
’Let me send you our brochure’ is probably the most commonly used phrase in business. But all too often, it can spell the end of a customer enquiry because many brochures appear to be produced not to clarify and to excite but to confuse. So what goes wrong and how can it be put right? Too often, businesses fail to ask themselves critical questions like, ’Who will the brochure be sent to?’ ’What do we want to achieve with it?’ The truth is that a brochure has usually been produced for no other reason than that the competition has one.
However, with a little research, it often transpires that what the client wants is a mixture: part mail shot, part glossy corporate brochure and part product catalogue-a combination rarely found. Having said that, the budget is likely to be finite. There may not be enough money to meet all three marketing needs, so the first task is to plan the brochure, taking into account the most significant of these. The other requirements will have to be met in a different way. After all, introducing the company’s product range to new customers by mail is a different task from selling a new season’s collection to existing customers.
The second task is to get the content right. In 95 per cent of cases, a company will hire a designer to oversee the layout, so the final product looks stylish, interesting and professional; but they don’t get a copywriter or someone with the right expertise to produce the text, or at least tidy it up-and this shows. A bigger failing is to produce a brochure that is not customer focused. Your brochure should cover areas of interest to the customer, concentrating on the benefits of buying from you.
Instead, thousands of brochures start with a history lesson, ’Founded in 1987, we have been selling our products ...’. I can assure you that customers are never going to say to themselves, ’They’ve been around for 20 years-I’ll buy from them.’ It’s not how long you’ve been in business that counts, it’s what you’ve done in that time. The important point to get across at the beginning is that you have a good track record. Once this has been established, the rest of the brochure should aim to convince customers that your products are the best on the market.
It is helpful with content to get inside the customer’s head. If your audience is young and trendy, be creative and colourful. As always, create a list of the benefits that potential customers would gain from doing business with you, for example, product quality, breadth of range, expertise of staff and so on. But remember that it is not enough just to state these; in order to persuade, they need to be spelt out. One possibility is to quote recommendations from existing customers. This also makes the brochure personal to you, rather than it simply being a set of suppliers’ photographs with your name on the front.
At the design stage, there are many production features that can distinguish your brochure from the run of the mill. You may think that things like cutouts or pop-ups will do this for you and thus make you stand out, or you may think they just look like designer whims that add cost. Go through all the options in detail. One of them might be that all-important magical ingredient.
In the third paragraph, which of the following does the writer say would improve the majority of brochures?
选项
A、better language and expression
B、better overall appearance
C、more up-to-date content
D、more product information
答案
A
解析
转载请注明原文地址:https://kaotiyun.com/show/C3oO777K
本试题收录于:
BEC中级阅读题库BEC商务英语分类
0
BEC中级阅读
BEC商务英语
相关试题推荐
Readthearticlebelowtellingaboutbasicknowledgeofsharestransaction.Foreachquestion(31-40),writeonewordinCAPITAL
Readthearticlebelowaboutcorporateculture.ChoosethecorrectwordtofilleachgapfromA,B,CorDontheoppositep
Readthearticlebelowaboutcorporateculture.ChoosethecorrectwordtofilleachgapfromA,B,CorDontheoppositep
Readthefollowingarticleabouttheimportanceofappraisingemployeeperformanceinadownsizedorganisationandthequestions
Lookatthestatementsbelowandatthefivecommentsbyfivetopbusinesspeopleonhowtoinfluencepeopleatworkontheoppo
Lookatthestatementsbelowandatthefivecommentsbyfivetopbusinesspeopleonhowtoinfluencepeopleatworkontheoppo
Readthebusinesscoverletterbelow.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammaticallyincor
Readthebusinesscoverletterbelow.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammaticallyincor
Readthetextbelowaboutstrategicrecruiting.Inmostofthelines(41-52),thereisoneextraword.Iteitherisgrammatic
Readthearticlebelowaboutstaffrecruitment.Foreachquestion(31-40),writeonewordinCAPITALLETTERSonyourAnswerS
随机试题
完全民事权利能力人的最低年龄是()
急性病毒性肝炎早期最主要的治疗措施是
沥青与矿料黏附性试验是用于评定集料的()。
工程结算与工程决算是一回事。()
开放式基金是根据()划分的证券投资基金的种类。
按行业标示划分,连锁店分为()。
与幽门螺杆菌感染关系密切的胃炎是()。
每到股市惨跌、股民们亏损累累的时候,市场总会出现一种声音,那就是呼吁救市。其实,从感情上讲,这种声音是自私与善良的综合体,因为只有通过救市,才能把股价拉升涨起来,才能把当初因贪婪受套的资金解救出来,才能减少亏损。所以这种声音有其合理性。但在实践中没有一次救
以下不属于《公务员法》中对公务员处分的种类是:
CPU主要性能指标是
最新回复
(
0
)