Your objectives

At Focus we work with out clients to define the three core elements that are essential for a successful corporate book.

• Who is the target audience?
• What are they key messages?
• What is the best way of delivering these messages to the target audience?

Target audience
Who is the book aimed at? Is it for internal consumption only, external marketing only, or a mixture of both.

The most critical component of any book project is determining the target audience for the book. Unless this is undertaken it is highly likely that the book will not meet any of it's primary objectives. Worse still, the investment will be grossly under utilised and will not create a positive outcome.

Remember the following business truism:
"Half of the money we spend on advertising reaches our target audience, the problem is we don't know which half."

Key messages to be delivered
What are the key message you want your target audience to be left with? Are you wanting to engender corporate loyalty and pride within the organisation, make a statement about the ideals and culture of the organisation OR provide a vision for the future with links to the heritage of the company or provide corporate positioning.

If you need help answering these questions, contact Focus Publishing.