Producing and Using Brochures that Work
A wise man once said, “When it comes to communication, email is the beer but printing is the wine.” In today’s highly modernized world, print marketing is still a widely used medium when it comes to promoting products and services. In fact, it is deemed by experts that businesses need to use print marketing together with modern marketing tools to maximize marketing efforts.
Marketing communication toolbox includes a wide range of communication vehicles such as brochures, posters, fliers, product promotions, and sales presentations, all of which are designed to carry your message to your prospects. Most of these vehicles are produced at low cost, giving businesses, especially small business owners, an effective means of saturating their target market.
A common practice of many small and seasoned businesses today is to use brochures in their marketing campaign. Aside from fliers, sales folders, and other forms of printed materials, they trust on the brochure to carry their message and reputation into the market. But many business owners often fall prey to the idea that because everyone else is using brochures they think they should use one too. They don’t even know why they need to use a brochure. Before to fall to the same mistake everyone else commits, the following are guide questions you need to answer first. Answer yes to all of them, and you are clear to go ahead your brochure project.
• Do your products or services require in-depth description? If a flier or post card is not enough to give your target customers enough information as to what products or services you offer, then a brochure is necessary.
• Do you have the budget for a brochure? Are you willing to spend a considerable amount of money to create a professional and compelling brochure?
• Will a brochure give you the image that you want? If you think a brochure would give you the impression you want or strengthen your business’ image, by all means create a brochure.
• Do you have a distribution plan? Do you have an idea where your target customers are and how you would reach them through your brochures? It’s no good to simply create a compelling brochure, but have no idea how they will reach your prospects.
If you are ready to create your own business brochure, it’s time to consider these key points to help you come up with an exceptionally compelling and attractive brochure printing:
1. Know your target market and create a copy written for them. It’s important to know the profile of your prospects in order to create a copy that delivers your message as if you are in front of them delivering your sales speech. Keep in mind that your brochure will serve as your representative when you are not physically available to talk with your prospects. So, create a copy written directly for them.
2. As much as possible, avoid technical jargons and clichés. Remember that your customers don’t have knowledge of your products or services, so don’t make it hard for them to understand your message. Use easy to understand, concise, and believable claims in your brochures.
3. Don’t brag. You would do it if you are personally talking to a prospect, so don’t do it in your brochure as well. As much as possible create copies that informs, educate, and creates friendship with your target customers.
4. Give your prospects a reason to contact you. Keep in mind that your brochure is a marketing tool designed to compel people to make a positive action, so tell them what they should do next. Consider putting a reply card in your brochure to request for more information about your products or services. You can also include discount coupons they can use upon visit or purchase from you. Lead your prospects to a positive decision, and you are sure to get profits in the end.
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