Tag: product brochure

How to Write Features & Benefit Statements for a Product Brochure

In my last post, I explained how product brochures continue to remain relevant in today’s technology marketing portfolio.  Yes, that’s right – I said product brochures.  Although these documents might seem to be an anachronism in this age of social media, I have found that during the late stages of a sales cycle customers continued to require a document that…

Nobody Wants to Read a Product Brochure

Product-centric marketing is out-of-favor these days and for good reason.  Increasingly we have heard buyers telling vendors that they don’t want to hear about their products.  Instead, they want to hear about the benefits that vendor’s products can provide to them.   The change in approach has implications not only for messaging and positioning but also for sales tools and marketing…