A brochure or white paper will have a higher impact if it delivers information that readers will want to "keep around" for future reference or "pass around" to their colleagues.
To create this value, look beyond the main text and consider adding these items:
• Customer stories: Brief case studies or anecdotes about customer use of the product.
• Reference elements: A glossary of terms, links to relevant Web sites, standards information, a bibliography, and research citations.
• Decision tools: Evaluation trees, flow charts, checklists, and worksheets for comparing products or options.
• Infographics: A "how it works" pictorial, maps, event sequences, process flow charts, and icons.
What other elements or techniques do you use to add value to marketing and PR materials?