Mix and match brochure

It comes in the form of a mini-pocket folder and a series of inexpensive inserts—I call it a mix-and-match brochure. How do you use it? Picture this: a lawyer offers services for individuals and corporations—two completely different audiences. Instead of creating one generic brochure for both, she assembles a specific package for each type of prospect. Individuals get an insert that discusses the benefits of using the firm followed by one insert each for home closings, estate planning, and tax litigation. The corporate prospects get the same benefits page followed by a series of business-oriented inserts.

Or, what if you are a sales person representing five different lines manufactured by five different companies? By creating a mix-and-match insert about your own company and one for each product line, you'll transform confusion into a concrete, unified image.

In either case, the mix-and-match format not only saves money and paper—it does something far more important: it allows you to target a specific audience. The example shows how a travel agent might use the same idea to present a vacation package.

A MINI-POCKET FOLDER DELIVERS THE GOODS

This 4 by 9 inch pocket folder makes a big impression, yet it's small enough to fit a standard-sized, #10 business envelope. There are at least two ways to use it. The first is to use a cover headline to grab attention and to “answer” it on the first insert. The example shows how a travel agent answers the cover headline “A great vacation begins with a dream” with an insert that reads “and a plan.”

The alternative, and more versatile solution, is to print the name of your organization, and perhaps, your logo on the cover. That way your inserts can say anything you want them to.

Be sure to include your organization's name, street and Web site address, phone, and fax on the back cover or on the pocket that holds the insert in place. You can also request slots be added to the pocket so you can attach your business card.

Because it generally costs more to print multiple colors on the pocket folder than on the insert sheets, I used just one Pantone Matching System (PMS) ink color (the white type is the paper color showing through). You could also print the folder in full color (4 color process) or in one or two colors on heavy colored paper—a commercial printer can show you many papers to choose from. You can even have your logo or text embossed or foil stamped into the surface of the paper.

Choose a printer who specializes in folder printing—they already have the expensive die used to cut the final folder and the equipment necessary to fold and glue it. You can order through a local printer (most will job it out to a specialty printer) or you can go direct to a specialist such as the Folder Factory (www.folders.com) or The Pond-Ekberg Company (1-800-225-7511). Shop around, prices for folders vary widely.

DIVIDE YOUR STORY INTO ONE-PAGE BITES

The first insert, as described above, answers the cover headline. The remaining inserts are designed to stand alone. All of the normal marketing rules apply—boil down features and details into benefits, be clear and brief, and ask for action. Be sure to include contact information in every insert in the event it is separated from the pack.

The inserts are printed three to a standard 8 1/2 by 11 inch catalog sheet, each measuring 3.666 by 8 1/2 inches. A catalog sheet is a full-color sheet, typically printed on one side of an enamel paper stock (the shiny type of paper magazines are printed on). Because you want the sheets to survive handling, have them printed on 100 lb text stock (paper).

The beauty of this format it is that any commercial printer with a 4 color press can print it so you have lots of potential sources from which to choose. There are lots of folks who specialize print catalog sheets, Trabon Printing is one excellent choice (www.trabonprinting.com).

If you want to be even more frugal, you can print the inserts in one or two ink colors on a rich-looking uncoated stock of roughly the same weight—100 lbs. You can even buy matching, lighter-weight paper for your laser printer and use it to print last minute additions and frequently changing information.

EXPAND THE IDEA

Now expand on my thinking by matching the project to your specific situation:

1. Think of each insert as an independent advertisement.
2. Include an insert with a punch-out rotary card.
3. Need for speed? Make a photographic print of a new product and trim it to fit.
4. Include your cover letter inside on a mini-letterhead.
5. Keep your name in front of prospects by sending a new insert once a month.
6. Print a company profile inside the front cover.
7. Build a form for placing orders or gathering research.
8. Include a postcard—you can get them printed for a song.
9. How about a business reply card so your prospect can request a proposal or a visit?
10. If you have lots of ground to cover, consider creating a multi-page “anchor” brochure to fit the pocket. As you add new products and services, add single sheets until you have enough to justify reprinting the brochure.

Illustrations: From Designer's Club by Dynamic Graphics, (www.dgusa.com); Headline font: Raleigh Gothic Condensed from FontHaus (www.fonthaus.com); Photograph: US Landmarks and Travel by PhotoDisc, (www.gettyimages.com)