Brochures are a great way to create a professional image for your business and to promote your products and services. A good brochure will give prospective customers a quick overview of your business and persuade them to take the next step, whether that means calling you, visiting your web site or filling out an order form. Here are some tips on creating brochures that will get results:
Think of your readers' needs when creating your brochure. The purpose of this marketing tool isn't the same as that of a business card. A business card is basically self-serving; its function is to get your company's name out there and tell people how to contact you. A brochure's power, on the other hand, lies in its ability to convince potential clients that your business can help them.
Focus on relating how your business can meet readers' needs, instead of simply announcing that your company exists. For example, if you run a personal concierge service, instead of simply saying that you run errands for busy people, you might entice the reader with a headline stating, "Finally, you can make time for the things you enjoy, " or "Never wait in line at the grocery store again."
Use statements like these as jumping points off of which to then describe the services or products you provide. Don't be too wordy about it either, as people will probably only skim through your brochure before deciding to save it or add it to the trash pile. Bold headlines, subheads and bulleted lists are more effective than solid blocks of text, and guide the readers through the brochure.
Provide proof that your business is all you claim it is. It is not enough to simply say your service is fast, your staff is highly qualified, or your product is safe. To be credible, you need to back up the claims you are making about your business with some evidence.
Include facts and figures in your brochure. If you sold 25,000 of your custom-made greeting cards last year, say so. If your clients are reporting they have increased their profits by an average of 30 percent after using your business consulting service, this is definitely something worth noting. If your business has been recognized with any awards, or has been ranked favorably in surveys or market studies, include this information. Likewise, mention any special certifications or expertise you or your staff bring to the business.
Testimonials from satisfied customers are another way to gain credibility. If people have sent you unsolicited letters praising your service, ask them for permission to publish excerpts in your brochure.
Convey what it is that you want readers to do, and tell them how to do it. If you want readers of your brochure to order a product, make it easy for them by including a tear-off order form or other specific instructions for ordering. If you want them to set up an appointment to meet with you, be sure to tell them what phone number to call.
Brochures should always contain pertinent contact information including your regular hours of operation, your phone number and mailing address, as well as a web site address or e-mail address if you have one. This should be prominently displayed so that readers know where to go for more information.
Choose a means of production and printing. You have several options when it actually comes to producing your brochure. Generally speaking, the more professional-looking the brochure, the better. Of course, you can only do what you can afford.
The best option, and the most expensive, is to hire a graphic designer. A professional graphic designer can work with you to create an attractive, easy-to-read layout. He can make informed decisions on which paper stock to use, what size your brochure should be, how it should be folded, and the most effective use of color, photos, and other graphic elements.
A low-budget option is to use desktop publishing software and to create your own brochure. It is not recommended that you print your brochures at home, however, unless you have a commercial quality laser printer. A high-end copy shop is a good alternative to a printing house if you are short on cash or if you are only producing a small number of brochures. In any case, be certain to use a good, sturdy, smudge-proof paper stock.
Regardless of what production method you choose, do carefully proofread your brochure before going to print. Careless grammar and spelling mistakes will only take away from your credibility.
Distribute your brochure whenever you get the chance. A box of brochures isn't going to do any good sitting under your desk collecting dust. You need to get them out there if they are going to help sell your business.
Carry a few brochures along with you in your purse, briefcase, or glove compartment and hand them out whenever you hand out your business card.
Mail them to all of your current clients. Perhaps they know you provide service X, but don't realize you could also do Y and Z for them too. With some luck, perhaps they'll even pass the brochure onto a friend. Mail them to prospective clients too - the ones whose business you've been wanting for months and/or a those on a bought mailing list.
Get permission to place a small stack of brochures in places where your potential customers are likely to be. For example, if you have a resume service, see if you can place a few brochures in career placement offices of local colleges.
Practice good public relations by sending a brochure to the business editors of your local and regional newspapers, along with a letter stating that you are available for interviews as a local expert in your field.
Finally, as with any marketing piece, once those brochures are out there, be prepared to deliver what you promise.
Think of your readers' needs when creating your brochure. The purpose of this marketing tool isn't the same as that of a business card. A business card is basically self-serving; its function is to get your company's name out there and tell people how to contact you. A brochure's power, on the other hand, lies in its ability to convince potential clients that your business can help them.
Focus on relating how your business can meet readers' needs, instead of simply announcing that your company exists. For example, if you run a personal concierge service, instead of simply saying that you run errands for busy people, you might entice the reader with a headline stating, "Finally, you can make time for the things you enjoy, " or "Never wait in line at the grocery store again."
Use statements like these as jumping points off of which to then describe the services or products you provide. Don't be too wordy about it either, as people will probably only skim through your brochure before deciding to save it or add it to the trash pile. Bold headlines, subheads and bulleted lists are more effective than solid blocks of text, and guide the readers through the brochure.
Provide proof that your business is all you claim it is. It is not enough to simply say your service is fast, your staff is highly qualified, or your product is safe. To be credible, you need to back up the claims you are making about your business with some evidence.
Include facts and figures in your brochure. If you sold 25,000 of your custom-made greeting cards last year, say so. If your clients are reporting they have increased their profits by an average of 30 percent after using your business consulting service, this is definitely something worth noting. If your business has been recognized with any awards, or has been ranked favorably in surveys or market studies, include this information. Likewise, mention any special certifications or expertise you or your staff bring to the business.
Testimonials from satisfied customers are another way to gain credibility. If people have sent you unsolicited letters praising your service, ask them for permission to publish excerpts in your brochure.
Convey what it is that you want readers to do, and tell them how to do it. If you want readers of your brochure to order a product, make it easy for them by including a tear-off order form or other specific instructions for ordering. If you want them to set up an appointment to meet with you, be sure to tell them what phone number to call.
Brochures should always contain pertinent contact information including your regular hours of operation, your phone number and mailing address, as well as a web site address or e-mail address if you have one. This should be prominently displayed so that readers know where to go for more information.
Choose a means of production and printing. You have several options when it actually comes to producing your brochure. Generally speaking, the more professional-looking the brochure, the better. Of course, you can only do what you can afford.
The best option, and the most expensive, is to hire a graphic designer. A professional graphic designer can work with you to create an attractive, easy-to-read layout. He can make informed decisions on which paper stock to use, what size your brochure should be, how it should be folded, and the most effective use of color, photos, and other graphic elements.
A low-budget option is to use desktop publishing software and to create your own brochure. It is not recommended that you print your brochures at home, however, unless you have a commercial quality laser printer. A high-end copy shop is a good alternative to a printing house if you are short on cash or if you are only producing a small number of brochures. In any case, be certain to use a good, sturdy, smudge-proof paper stock.
Regardless of what production method you choose, do carefully proofread your brochure before going to print. Careless grammar and spelling mistakes will only take away from your credibility.
Distribute your brochure whenever you get the chance. A box of brochures isn't going to do any good sitting under your desk collecting dust. You need to get them out there if they are going to help sell your business.
Carry a few brochures along with you in your purse, briefcase, or glove compartment and hand them out whenever you hand out your business card.
Mail them to all of your current clients. Perhaps they know you provide service X, but don't realize you could also do Y and Z for them too. With some luck, perhaps they'll even pass the brochure onto a friend. Mail them to prospective clients too - the ones whose business you've been wanting for months and/or a those on a bought mailing list.
Get permission to place a small stack of brochures in places where your potential customers are likely to be. For example, if you have a resume service, see if you can place a few brochures in career placement offices of local colleges.
Practice good public relations by sending a brochure to the business editors of your local and regional newspapers, along with a letter stating that you are available for interviews as a local expert in your field.
Finally, as with any marketing piece, once those brochures are out there, be prepared to deliver what you promise.
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