2010-07-15 © by bgottsab

I’m officially old. I’ve been wearing reading glasses for about a year, but I just got the bad news from my eye doctor: I now need bifocals. /Sigh/ So that’s how I ended up reading a brochure about anti-reflective lenses.

I was at the eye clinic and I had just picked out new frames (they’re blue and I love them – so at least there’s a silver lining to all this!). Now I was contemplating whether I should spend an extra $50 on the anti-reflective lens upgrade. I’m generally pretty tightfisted with my money. I’d rather save $50 if I can. So why should I buy this upgrade?

And that’s the point of this article. I was reading the brochure on anti-reflective lenses because I wanted to know why I should spend my $50 on them.

You’ve probably got a brochure for your company. Do you know why people read it? If you don’t, your brochure’s probably not doing much for you.

Consider this scenario: A home health care agency needs a brochure.

Why will people read this brochure?

Here’s why: When an elderly parent needs home health care, typically one adult child researches the various options, and then the family discusses the options and makes a joint decision.

Since the agency wouldn’t necessarily be there for this discussion, their brochure needed to proactively anticipate and answer all of the family’s questions, so that the family could make the decision that this health care agency was the right choice for Mom or Dad.

So what difference does this make?

A competitor agency has a simple tri-fold brochure that discusses when the agency was founded, who founded it, and how much the founders care about their patients.

This health care agency created a series of four pages that fit together into a nice folder. Each page answers questions on a specific area of concern – from scheduling reliability to Medicare and billing questions to the credentials of the agency’s caregivers.

Which information do you think will be more helpful for that family discussion? Which agency is the family more likely to choose?

Going back to the anti-reflective lenses, the brochure I read could have talked about the superior “ion plasma technology” the company puts into their lens coating. It could have talked about the fact that the company has pioneered the field of anti-reflective lens coatings. It could have talked about its superior customer service or its wholesome values or some other aspect. But it didn’t.

Whoever wrote this brochure (it wasn’t me!) knew that I would be reading the brochure to decide whether the product was worth $50. So the brochure showed me how I’d enjoy clearer night vision with these lenses. How my computer wouldn’t strain my eyes as much. How much better I’d look, since people would be able to see my eyes rather than the glare from my glasses. And how the anti-reflective coating actually protects my glasses, so they’re less likely to get scratched.

Pretty smart.

Yeah, I spent the $50.The new glasses come in next week. I can hardly wait.

So what about you?

How might knowing why make a difference for your brochure?