Is your brochure doing its job, or just an exercise in futility?

Really, how effective can your brochure be when it’s just an additional duty for someone in the office to put together?

A brochure that’s boring, says nothing of any depth to capture the interest of your potential customers, that gets handed out willy-nilly is just one huge waste of cash.

Thinking of a brochure, consider this…

What’s the purpose of the brochure?

IT’S USE: To follow up on phone inquiries, to encourage more store traffic, to advertise your web site, for distribution at networking events?

The objectives of any brochure need to be defined up front. Your brochure should then be written and designed with those goals in mind. Often, several brochures covering different aspects of your business goals are needed.

Does your brochure get the reader’s attention?

Here’s the bad news – your business name or logo isn’t going to do it. Not unless its something ultra snappy and unusually titillating.

Really, your business name should never go at the top of anything – not your ads, your website or your brochure.

So, you’re asking, what should go on the front of your brochure?

Try a provocative question or declaration, an appeal to the emotions, needs and wants of a prospective customer or a benefit-laden statement (beneficial for the prospect and not just a quick stroke of your own ego).

Have a look at these cover statements and decide which is most effective:

Are you risking the safety of your retirement savings?
Ross J. Lewis, Financial Advisor

———– OR —————–

If you don’t buy your air conditioner from us, you’ll pay too much.
Coolair A/C Sales and Service

———– OR —————–

Now, you can get your groceries delivered right to your door – FREE!
Surfers Grocery Store

Who is your brochure for?

Okay, this is not a trick question! Your instant answer should be – the client!

Did you have to think about it?

Uh-oh.. Many companies focus their brochures on themselves instead of on their potential market.

E.g. ‘We offer great service. Our service is .. We can…’.

Have a quick look at your current brochure and circle every ‘you’ with a red pen and 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 it, its just taking up expensive office space!

Do you tell the reader what to do?

Your potential customer has read your brochure and now you have to spur them into action – sounds silly, but it’s necessary.

It’s a ‘call to action’, and all of your promotional materials should have it.

E.g. ‘Call now and grab yourself a great deal’ (check out the ‘call to action’ at the end of this article).

Is your brochure written in an active and enthusiastic way?

Is the writing peppered with active verbs to assist the reader move seamlessly from sentence to sentence, instead of getting bogged down in boring text?

Here are some examples:

Hipfish Design Studio was formed to make it possible for clients to.…
OR
Team Hipfish will ensure you get the most out of your marketing dollars.

OR

After the client calls us, an agent is assigned to oversee the transaction.
OR
When you call, we’ll assign you to an experienced designer/marketer to ensure your presentations will increase your sales and expand your market share.

So, now you know how important it is to have a brochure that clients can’t help but open, read, and act upon.

If you want power-packed ads, press releases, a website, logo, brochure, new corporate identity or other marketing materials, shoot an e-mail to Hipfish… we’re standing by!

P.S. For lots more info on making the most of your marketing budget, contact us and we’ll send you our newsletter – start enjoying your free subscription today!