Making a Difference

                                                                                         

There’s nothing new under the sun, they say. Maybe they’re right. Regardless of field, most products can be broken down into a handful of categories that encompass groups of like products. A quick look at your local supermarket will firmly back up this notion. Take aisle 9 for example. You have row upon row of potato chips, all neatly arranged by either brand or type of chip. Sure you’ve got your standard chips, your baked chips, your kettle cooked chips, your corn chips and likely many other flavors and derivations. Is there a great difference in similar chips of differing brands, though? Not really. Maybe brand A is a little saltier or maybe brand B is fried a little longer to make it crispier, but, in truth, most consumers couldn’t differentiate between brands in a blind taste test. So, what habitually compels people to choose one over the other? Why do more people choose Lay’s over Moore’s chips? Simple. Advertising.

The key thing to think about when designing your business brochures, is whether or not there is a genuine difference. If there is, then your job is easy. You just need to highlight, almost to the point of exaggeration, just how significant the difference it is. Does your product have an extra feature or an inherently greater built in value resulting from construction materials? Great. Shout it to from the mountain top.

In most cases, though, you’ll be hard pressed to come up with a convincing answer to the customer’s question, “why choose your product?” If you find yourself in this situation, you need to focus the message of your brochure printing on intangible values and brand image. This can come down to something as basic as having a better looking packaging than the other guy’s product, or it can be as complex as using market placement to establish your product as a luxury product. Use words like premium or deluxe in your message to create the illusion of a superior product and use images of beautiful, youthful people with all the accoutrements of wealth to make your product elite. Does the completion have that market sewn up? Then market to the common man instead and state how your product won’t break the bank and is just as good as the premium product without the premium price tag.

Whether you’re trying to separate your products from your competitors or trying to convince your customers to choose a similar, but higher end version of a particular product, you can use your full color brochures to make a case that yes, indeed, there is a difference. The actual difference between products may be inconsequential, but manufacturing an image that you have a unique product can make all the difference in the world.

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