Why Brochure Marketing Works

By Joe Haddad

 

Every product or service has a story to tell: how it works, the benefits it offers, the advantages it has over its competitors, and much more. If you have ever tried to tell that story in a television or radio commercial, or in a print ad, you understand the problem. There is so much to say and so little time or space to say it in. To tell the complete story, a well-crafted brochure is the indispensable marketing tool.

 

Building a better brochure

In creating a brochure, some things remain constant. You describe your product or service as simply and completely as you can. You design and organize the brochure to make a strong and positive impression. You make it clear what you want your customer to do and you provide a convenient response mechanism, like an address, a telephone number or a Web address.

 

But brochures have been around for a long time and we have learned a thing or two. Here are some important points to keep in mind:

• Be clear about the purpose of your brochure. There are five types of brochures:

1.      Leave-behind – to be left with prospective clients after a meeting

2.      Point-of-sale – for display where the product is for sale

3.      Respond to inquiries – to answer commonly asked questions

4.      Direct mail – a mass mailing effort to sell a product or promote business

5.      Sales support tool – used as a selling aid by sales staff

 

• Write for effect
  • Speak one-on-one to your customers. Anticipate their questions and provide answers.
  • Use pull-out phrases, bold lettering or italics to underscore key points.
  • Extend the life of your brochure by including helpful information the reader will want to keep around for reference.
  • Include a call to action and don’t be shy about asking your customer to “act now.”

 

From our experience

Our printing company designs and produces thousands of brochures each year. We find that most people are surprised to find the range of choices available. Today’s technology, including variable data printing and digital colour output, has enabled brochures to even be customized and produced for an audience of one. While the nearly limitless possibilities can intimidate some print buyers, it is a much less daunting task when you break it down into a series of simple decisions.

 

Other options to think about before visiting your print professional include paper stock, photo usage, ink colours, folds and design. Many printers offer graphic design services, so check with one if you need help creating your brochure. Another option is to consider hiring an art student who is up on the latest design techniques and may charge minimal fees to help build his or her portfolio.