If I had the choice of inviting a Yearbook or a Brochure to a dinner party, I’d invite a Yearbook.
I really don’t want to invite, or worst still, be sat next to, a Brochure at a dinner party.
I’d shift seats.
Yearbooks are more interesting than Brochures.
Brochures tell me how polished they are, how perfect they are, how all their clients love them.
(When I know they don’t).
Brochures tell me about their experience, history, mission, vision, quality standards, production capability, capacity, MD statement, schniffle, wiffle, griffle and piffle.
All a Brochure does is talk about itself.
And I don’t like that.
Yearbooks are different.
Yearbooks let me in, they capture a phase or a moment in time, they tell me the change they’re set on making, they tell me who they admire and what they love about them and why, they explain how creativity plays a part in what they do and are, they describe how hurt they get when things get hard, then how they overcome the tricky bits.
But more than anything, Yearbooks tell me what they’re really like.
I prefer a Yearbook.
Sometimes though, I’ll concede, a balance is needed.
I suppose a brochure is needed for some businesses where prospects really do need to get a clear understanding of services, sectors and specialism.
But don’t do a Brochure without a Yearbook at its side.
You’ll get more attention.
And you never know, you might just get invited to more dinner parties too.