Copywriter, content marketer and ghostwriter
Copywriter, content marketer and ghostwriter
Launching a new product requires collateral for your sales teams alongside marketing campaigns – especially if your sales process still involves face-to-face meetings and physical brochureware. In those moments, your brochures can’t just look the part – they have to read well, too.
Connor Consultancy was launching its new parental transition programme, and needed collateral to go with it. They had some prospects already interested, so brochureware that spoke to the needs of those prospects and engaged them was essential.
I created the brochure by first speaking to the coaches and sales leads who had developed the programme, to gain a deep understanding of what it was, who would benefit from it, and who would buy it. This was especially relevant in this market, as the people buying the course wouldn’t necessarily be the people going on the course themselves – but the content still had to attract both audiences.
I’m pleased to say that more than five years later, the brochure is still using much of the original copy I designed. And after the launch, the brochure helped Connor launch Met Baby with the Metropolitan Police, a flagship parental transition programme in the UK.