Brochures

Brochures

What is a brochure?

1. An advertising pamphlet or booklet (usually with fewer pages than a catalog) distributed via direct mail or individual hand out. Note that a brochure inserted into a paid advertising medium (newspaper, magazine, etc.) is an Advertising Supplement.
2. A direct mail method of promoting your product-company by sending consumers information on the product company you are trying to sell, often includes a coupon or rely card, making it a direct response method of advertising.
3. A folded leaflet with an advertising or promotional message.
4. Multiple page/panel sales communications piece that advertises, presents and/or describes the advantages, capabilities, worth and/or reasons to buy a product or service.
5. A folded leaflet with an advertising or promotional message.

How to make a brochure?

Before you complete your brochure, consider the following.

1. What’s the purpose of your brochure?

Are you following up on phone inquiries, trying to get more store traffic, advertising you web site, distributing it at networking events? Define your advertising up front, and write you copy with that in mind. You can have a brochure for each purpose, or each segment of your market. They’re not that expensive to produce—unless you get really snazzy and glossy.

2. Does your cover get the reader’s attention?

Bad new: your business name isn’t going to work unless it’s something incredibly unusual. Acme Manufacturers, Inc. is not titillating enough. There’s no law that says you have to have your name on the front. In fact, I’d recommend never putting your business name at the top of anything—your web page, your ads, or your brochure. It’s juts a habit we all fall into. So what should go on the front? A provocative question or declaration, an appeal to the emotions, needs, and wants,  or a benefit-laden statement. For example, compare the effectiveness of these cover statements. Which of each pair would make you want to know more?

            Are you risking the safety of your retirement savings? 

OR      Sherry M. Craft, Financial Advisor

If you don’t buy your air conditioner from us, you’ll pay too much.

OR      Central A/C Sales and Service

Now, you can get your groceries delivered right to your door—FREE!

 OR     Brooksville Grocery Company.

3. Who is your brochure for? This is not a trick question. Your answer should roll off your lips instantly: the client! That seems simple, right? But most companies’ promotional materials make a serious error by focusing their materials on the company instead of potential customers.

Here’s a quick way to check your brochure for the correct focus: circle every “you” with a red pen and circle every “we” or “I” or; mention of your company’s name with a blue pen. There should be a lot more red than blue on your brochure. If not, revise!

4. Do you tell them what to do? you need to tell the brochure’s reader exactly what you want them to do when they’re finished reading . it sounds silly, but its’ necessary. It’s a “call to action,” and all of your promotional materials should have it.

 If you want the reader to go to your web site and subscribe to your        

e-mail newsletter, say so! How about: Fire up your computer and zip over to http://www.ourbusiness.com/, enter your e-mail address, and start enjoying your free subscription today!” Check my call to action at the end of this article.

5. Is your writing active and enthusiastic? Remember  Mrs. Krebbs, your 8^th grade English teacher? She was right when she said to pepper your writing with active verbs. That way, the reader moves seamlessly form sentence to sentence, instead of bogging down in boring text. Here are some examples:

The Passive Corporation was formed to make it possible for clients …

OR       We created the Active Company to help clients invest their earnings wisely.

                        Each garment is put through a five-point quality inspection..

            OR      We personally inspect each shirt to make sure it’s up to our—and your standards.

After the client calls us, an agent is assigned to oversee the transaction.

OR      When you call us, we’ll assign you to an experienced agent to help you find your dream house.

 Now:  Can you design a brochure of any products or services (by your interest)?