This is a topic I mentioned back in January, but I thought we should mention it again, after being reminded of it when discussing the reproduction of data sheets last month. It also cropped up with a Google AdWords management client recently; the company had asked us to create an AdWords campaign which would send people to a landing page from where they could download a PDF brochure, but we noticed that the brochure was lacking something. So the topic I want to bring up again today is company literature with no details of the company.
This is a huge mistake, and is way more common than you might think. It can occur on everything from a data sheet from a large multinational, to a product brochure from a small local distributor, supplied initially by the manufacturer. Company literature floats around in isolation more frequently than ever before, especially as it’s so often printed off from a website.
In that case, it won’t have a salesman’s card clipped to it, or a sticker on the back with details of the distributor which supplied it. If a potential customer down the line is given the printout or emailed the document, in isolation, and they’re interested in the product, does it tell them who to contact? If it doesn’t, I can tell you now exactly what they’re going to do, and that’s to enter the model number into Google to find out who supplies it. The result might not be what you’d like them to see.
Adding a “cover sheet” to every PDF data sheet or brochure which doesn’t have supplier contact details is a straightforward job. Any competent graphic designer should be able to take a whole bunch of such documents and create a replacement PDF file for each with the cover sheet added. I know I mention this company often, but the small instrumentation specialist Control Integration Ltd shows how it can be done well. You should never have a PDF document on your website which doesn’t have your contact details – and preferably sales story – as an intrinsic part of it.