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Unlike direct-response forms of advertising, like direct mail, sales brochures tend to be a more "gentle" marketing tool. The goal of a sales brochure is to generate sales, but secondary goals include building awareness of your products or services, setting you apart from competitors, and enhancing your overall brand image. To meet those goals, a great brochure is professional and visually appealing, draws the reader in, delivers a specific message, and meets the needs of your audience.
In short, think of a sales brochure as having two purposes, depending on customer needs:
Because a great sales brochure should satisfy the needs of both types of audience, developing your materials requires planning and thought. The key is to answer a few basic questions before you get started; the answers will help you develop your message:
Then develop the basic elements of an effective brochure:
Once your content is ready, consider using a professional designer to create the actual brochure. Design, like any other skill, is a specialty. A good designer can make your text and photos "sing." After you've worked hard to identify your audience and speak to their needs, don't let a great message be diluted by a poor design.
Then use quality materials. Your brochure will also stand out, in a good or a bad way , depending on the quality of paper and printing. A high-quality brochure enhances your business image, enhances the appeal of your products and services and if nothing else is much harder to throw away. Think about your audience, create a clear message, and include a call to action.
As a final test, imagine yourself handing the brochure to a potential customer: will you be proud of the brochure? If not, head back to the drawing board. While you may distribute your brochures by mail, in your media kit, at trade shows, inside order packaging, or in other ways, make sure you are proud of what you create.
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Not FDIC insured. May lose value. No bank guarantee. Not a deposit. Not insured by any federal or state government agency.