The Superior and Excellent Pizza Emporium was put together by several guys who decided to become really good at both product and delivery. Their hopes were that they might eventually turn one little shop into a chain and the chain into a national organization.
Their biggest concern was always their image. They wanted to convey an image of being high quality and concerned about their reputation. They wanted to maintain high standards, and they felt that doing the little things right would set in place a practice that would lead to success.
Still, they knew that they had a lot to learn. They wanted to move to the next step and they wanted some professional advice on what that next step should be. Most people are scared of taking risks but sometimes it is important to step out of your comfort zone and take a chance and that is what they decided to do.
They decided to call on someone they knew who might be in a position to advise them: a salesman at a full service printing company and who had helped them do some flyers when they originally opened their doors. They ran into him by chance, and they invited him over to see their new location.
He listened carefully to their ideas and came to the conclusion that the best way for them to move forward would be to develop a great brochure, one that would outline their business philosophy as well as give the details of their available products
He asked them to sit down and outline their philosophy of doing business and to give examples and details of the kind of things they had done to make themselves a cut above. He took down all of the relevant information and took a couple of days to work up a sample. When he brought it back, they were impressed. He turned some of their most important ideas into performance promises, i.e. their guarantees of performance in terms of quality and service.
That idea of a performance guarantee hit exactly the right note. They wanted their business to be looked at the same way a contractor or professional would be looked at: someone who guaranteed their work and stood behind it.
Satisfied with the initial effort, they ordered ten thousand brochures, one for each order that the estimated would be going out the door over the next six months.
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The author, who is associated with Conquest Graphics, is a nationally recognized expert on all aspects of printing, print marketing, the internet and social media. Contact Conquest Graphics for a discussion about how you can use brochures to improve your marketing efforts. http://www.conquestgraphics.com/Products/Brochure-Printing-Services
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