Create a smart brochure
BY CHUCK GREEN You wouldn’t dream of walking into the office of a potential customer and reading a litany of products, services, and prices. You introduce yourself, explore the customer’s needs, demonstrate how your product or service will meet those needs, and tell how you have produced results for others. Your brochure should do the same.
Don’t bury the benefits. No matter how compelling your message, few people will read every word. Be sure to include your most important points in the places most often read—the headlines, subheads, and captions.
Create a clear call to action. Don’t be subtle about the action you want the reader to take—invite them to place an order, attend an event, call for a consultation, etc.
Don’t assume your brochure will close the sale. In many cases, a brochure is better used to position your company and to prepare the customer to be sold. Follow up with a visit or a phone call within one week.
Take a real-world view of work in progress. If your project will be folded—print it out and fold it to get a better feel for the final effect. Trim pages to size. Print your project on the paper you will use to reproduce it. These physical changes can dramatically effect the look of the final piece.
Connect your messages. Use your marketing materials in concert—include an offer of a free brochure in your newsletter and vice versa. If you have them, include your fax back phone number and Web site address in all your print materials and offer your print materials on-line.
Graduate to high resolution. If you plan to have your brochure reproduced on a commercial printing press, rather than printing the finished project on a laser printer, have it output to a high-resolution imagesetter (at 1200 dots per inch or higher). Your final brochure will be far more sharp and clear. Many commercial printers offer this service or can direct you to someone who does.
Part 1: Smart Marketing for Small Business
Part 2: Create a Smart Identity
Part 3: Create a Smart Brochure
Part 4: Create a Smart Flyer
Part 5: Create a Smart Newsletter