Business brochures let you showcase your business with your products or services and your purpose. They hold more information than business cards do, allowing you to include additional information. They also allow you to get your message in the actual hands of your customers.
You want your business brochure to be fresh, effective and act as an investment toward profitability. This is what all companies want out of their business brochures; unfortunately, most miss the boat in one form or another and their business brochure become little more than garbage. There are simple mistakes that are commonly made.
Think all you need is one brochure to succeed in business? Think again! There are at least five types of brochures, each for a specific situation: leave-behinds, point of sale, direct mail, inquiry response and sales support. You should print a business brochure for each scenario. Moreover, if you sell more than one type of product or service, you’ll have a product/service brochure for each.
The reason it’s recommended to print several types of brochures is not to get more money out of you at the printing press; rather, it’s so your marketing efforts are well-targeted. If you can target your message with pinpoint accuracy, your sales will increase exponentially.
Many companies are guilty of this fatal flaw in their business brochures: they waste the entire brochure with copy about themselves. All they care about is what you can do for them. Your accolades can certainly be used as supporting evidence, but your brochure should be written about your customers. What do your customers need? What do they want, and how can you give it to them? That’s what will sell your products.
Never leave your customers hanging without a very clear, specific course of action to take next – your response mechanism. You might invite them to log on to your website for a free download, call a phone number, or simply visit your location. If you don’t tell them what to do next, they won’t do anything. If that happens, then what’s the point of your brochure?
Always remember that sales are about meeting the demands of the customer.