We're Corporate! We're Capable!

Published on January 22, 2009

Tags: B2B Marketing, Copywriting, Landing Pages

"To get a running start on 2009 projects, yesterday we googled-up some corporate capability brochures to get some ideas," writes Dave J. in a recent B2Blog post. "Immediately, I was drawn [to] what was wrong in these publications." Now, lots of B2B companies have a "Who We Are and What We Do" brochure. They're actually a good idea: smaller than an annual report, bigger and more impressive than a business card. So what got Dave's goat?

Irrelevant covers that didn't say what the company does. "In several cases, [they] also didn't show anything relevant," he reports.

Irrelevant images, including way too many world globes, and other worn-out graphic treatments.

Irrelevant photos: stock photography with no relevance to the content.

Irrelevant copy, such as: "XXX Inc. is built on strong core competencies that enable the development of a wide choice of product and support solutions to meet the specific needs of our customers." Uh-huh. OK.

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