Do you make an impression on customers?
Let’s face it, everyone hands out name cards these days. And you may go as far to say that “the name card is the new brochure.” But let’s consider for a moment…how many name cards do you actually hold onto? If you’re like many people, they end up in the trash or tucked away in some drawer you rarely open. In other words, name cards rarely make a big impression on a prospect. This is not to say they’re not useful. For prospects who are genuinely interested in your business, they’ll likely use your name card to follow up. But they may not be as effective as marketing tools utilized by a smaller segment of businesses.
Brochures provide more information about your business than a name card. They give a visual representation of your product or service and can conquer objections while answering questions. Perhaps, more importantly, brochures leave a bigger impression. For example, imagine walking into a business meeting with a potential client. What do you think will be more memorable—handing the prospect a name card? Or a stunning, informative brochure that highlights the benefits of your product or service? If you’re bidding for this client, the brochure just separated you from 90%, if not all, of your competitors—as most of them likely just gave a name card.
3 keys to an effective brochure
So now that you may be considering a brochure for your business, how do you go about deciding on its contents? Let’s examine three important elements.
Focused structure – structure is important in a brochure for the same reason it is in movies and books: they keep the reader/viewer interested. For example, you should always have some sort of introduction of your product or service within the first two pages of your brochure. This ensures the reader knows exactly what you’re offering immediately.
Know your target customer – the content of your brochure should vary depending on who your product is sold to. For example, our recent brochure for Webster University includes lots of written content. For most brochures, a high amount of written content is unusual. However, when the target reader is a parent who is sending their child to university, they naturally have lots of questions. It’s important to answer these questions, or they’ll be less likely to consider the school for their children.