Effective tips for brochure marketing

Published 5:00 pm Monday, June 30, 2008

While it seems that savvy business people do most of their dealings via the internet these days, one cannot argue that printed, tangible marketing materials still pack a personal punch. Brochures remain one of the most commonly used promotional items because of their portability, accessibility, and most of all, because they allow your prospects to read up on your business at their leisure. There is quite simply no better way to communicate to your clients all the information they need while simultaneously avoiding the high cost, lengthy turnaround time, and size constraints of other forms of marketing. Besides that, custom brochures are a great way to keep in touch with current clients while also letting potential clients know how wonderful you are.

So what am I saying here? If you don’t have a brochure, you need one! Here are some ideas for successful brochure marketing:

1. Develop an eye for design. It’s a concept we figured out in kindergarten reading is more fun if there are pictures nearby. It’s only natural for your reader’s eyes to focus on the pictures first, then the headline, then (hopefully) the body text. Ideally, a reader should be able to pick up the majority of the brochure’s content simply by skimming the photos, captions, and headlines. You’ll also want to decide early on how your brochure will be folded. A tri-fold is most common and can be easily and cheaply mailed, but I have seen some cutting edge brochures that use a single fold, or are even printed on extra large paper for maximum impact (say, 8.5″ x 17″).

2. Maximize your content. Your brochure should be visually persuasive but also convey a clear and concise message. Remember that the type of information you include in your brochure can make or break a potential sale, or can gain or lose clients. Keep your information simple and in bullet-pointy phrases, short but memorable. Avoid insider jargon or technical lingo, as this is a turn-off for lots of folks. Identify the one or two best qualities you have to offer clients and give these points special emphasis.

3. Pay special attention to the front and back cover. The front cover of your brochure should jump out and grab the reader’s attention, screaming, “Take me!” “Read me!” Clearly display your company’s logo or business name (but not too big). With brand identity being so important these days, I recommend using the same logo you use in your store, on your business cards, and on company correspondence. Though you’ll want it be as visually appealing as possible, simple designs and clean fonts go a long way. Keep in mind that the more colors you include in your brochure, the more expensive your printing costs will be. The back cover is the part of the brochure most frequently overlooked by readers; therefore, don’t put any information there that is critical to your business. Reserve the back cover for a mission statement, a personal message, or a summary of your business philosophy.

4. Answer questions preemptively. Take a step back for a moment and look at your brochure with a cold, objective eye. If you were a potential client, what would your first question be? Be proactive and include answers to these kinds of questions in the brochure. Doing so can mean the difference between a brochure that is taken home and one that is thrown in the circular file.

5. Give away “freebies.” This doesn’t mean that you have to offer your readers free coffee mugs. Rather, include information in your brochure that will be useful for your readers, regardless of whether they choose to use your services or not. If your brochure contains valuable information that is generally useful, people are more likely to hang on to it and refer to from time to time. Try adding a small section in your brochure on industry tips, or proven strategies for your particular business. Even a satisfied client will discard your promotional materials shortly after they receive them, but a brochure with a little something extra equals longevity. A business struggling to get off the ground may even want to include a promotional offer of some kind (“Mention this brochure and receive 10 percent off”).

You know how great your company is. Now get out there and tell everyone else!

Carole Karnofski owns The Wordsmith Technical Writing Services and can be reached at (503) 880-1743, or visit her Web site www.wordsmithontheweb.com.