After all, everyone who takes care of the administration of a company, whether an entrepreneur or an executive in a management position, knows that their work is often divided into two important parts: running the business, the core business and, at the same time, being attentive to prospecting, acquiring and retaining customers. And, in most cases, especially when it comes to an entrepreneurial profile, he has great theoretical and practical mastery of the company’s core activities and enjoys the challenge of attracting customers. But creating communication materials is not exactly his thing.

In fact, it is really natural that this work of developing marketing materials is the task of a professional specialized in the area. And to help you direct these projects, analyze the proposals presented, and better understand the criteria that should be used to assess their progress, we made a list of tips on how to create a folder, in addition to selecting several examples of folders for you to have a good time. look. So let’s go!

10 tips for making a folder

1- Be objective

Most people don’t have time to waste. The folder must not be material with excessive texts. Be clear when defining your specialties and why the person should choose your company over another.

2- Don’t be superficial

Here comes the dilemma: how much to be descriptive at certain points? You need to define what’s important, detail it to your audience quickly, but make sense to persuade them to contact your company. For this, there are a few ways to divide the content that we will detail below.

3- Main call

Or folder title: a short sentence, about 8 words, clearly defining what your company does. Examples: Agility and precision for small and medium companies, or Excellence in service to engineering offices. Realize that a differential of your office and the public it serves is already defined.

4- Subtitle

It is not mandatory, but it can help to make a better detail of the main call, with a maximum of 15 words.

5- Introduction

A short paragraph, about 3 or 4 lines, stating when the company was founded, why it is dedicated to that specialty, in what geographic area it operates, how many employees it has and other relevant data.

6- List of topics

Also called bullet points, these topics presented in a list right after the introduction already give a summary of your company for those who read the folder. List everything that may be important for a customer to choose you, information such as: facilities, location, equipment, software, branches, staff, special services and other interesting advantages.

7- Detail some of these topics

A good example of a folder would be one in which, after this overview, it will detail some key points that you know your customers have praised and that are your company’s differential.

8- Graphics and infographics

One way to summarize information and convey many ideas is to use graphics and infographics (combining short, objective texts with schematic drawings).

9- Images

Communication materials with images are often much more efficient. It is important to use quality and high definition images. Whether illustrations or photographs, they must be professional.

10- Call to Action

Another English term that could be translated as “call to action”. It is the closing of the folder in which you invite the reader to visit, call your company or visit your website. This is where addresses and contacts should be in plain sight.

* See now examples of folders that we separated and notice how these techniques were used in different ways.

10 examples of brochures for companies

– Two examples of folders developed for the Bendin company. The most modern one on the left and the most classic one on the right. Note the difference in approach in diagramming topics.