Make Your Brochures Work For You!
It's understandable to want to project a glossy image, but does it really matter more than the relevancy of the message and the tone you set? If you have the right message for a tightly targeted audience, then brochures can bring in real returns. But please, please, please don't produce brochures for the sake of it - they should only be part of your marketing mix if you can get them to generate more in sales than they cost to produce.
Businesses have a terrible tendency to think about brochures the wrong way round. Incredibly many people talk to a designer or printer, before they have a clear idea of what they want to deliver. Don't make this mistake. Our expertise is to make the best out of your material, but we are not experts in your area, you are!
For the small business, I again question that they should be an automatic part of the marketing mix.
That said, if you've got a great product and a clearly defined target market then this can help you make your brochures work. And the beauty of brochures, like other kinds of direct marketing, is that if you can find a message that works you can roll it out, and repeat your success.
It's understandable to want to project a glossy image, but does it really matter more than the relevancy of the message and the tone you set? If you have the right message for a tightly targeted audience, then brochures can bring in real returns. But please, please, please don't produce brochures for the sake of it - they should only be part of your marketing mix if you can get them to generate more in sales than they cost to produce.
Businesses have a terrible tendency to think about brochures the wrong way round. Incredibly many people talk to a designer or printer, before they have a clear idea of what they want to deliver. Don't make this mistake. Our expertise is to make the best out of your material, but we are not experts in your area, you are!
For the small business, I again question that they should be an automatic part of the marketing mix.
That said, if you've got a great product and a clearly defined target market then this can help you make your brochures work. And the beauty of brochures, like other kinds of direct marketing, is that if you can find a message that works you can roll it out, and repeat your success.
Decide who your brochure will go to,
It's impossible to get a good response from the wrong audience for your product or service - yet not so briliant brochures and flyers generate a good response because they're sent to exactly the right people. If you match product and people I think you're 80% of the way there.
Think about whether your brochure will go out to people off the street, people inquiring or existing customers. Where is your money best spent? How and when will you deliver the brochure?
Set Objective.
The problem with over 90% of brochures is that they have a mixed message. It's not clear to the prospect what they want you to do. It's the same problem with over 90% of websites. Lack of clarity and focus is the biggest and most common marketing mistake small businesses make.
You need to get your message across in no more than 30 seconds. How can you expect to do that if you're pulling your prospect in 5 different directions?
Decide what is the single most important thing you want your prospect to do. Here's a clue: it's almost certainly going to be one of two things - buy your product or inquire about it.
Measure success.
Another mistake people make with brochures is that they assume that when the brochure is printed and distributed that's it - job done, message communicated. Wrong - you need to know how your brochure has performed, otherwise you've learned nothing and it's money down the pan.
Your objective is your measure of success. How many inquiries have you generated per thousand brochures? How many sales? Ask people to quote brochure or offer codes when they call, and include this code on any forms you include in the brochure. Make sure you ask people inquiring if it was a result of your brochure, and if so, what was the code on it.
Make an offer or proposition.
Before you start pulling together all your ideas, products, benefits and testimonials you need to get your offer straight. How will you get people reading your brochure to take action?
Your offer is the most important point of any sales and marketing piece. Work out what message will appeal most to your specific audience and use the br'We need a glossy brochure to show people what we do.' No, no, no! You need inquiries and ultimately sales.ochure to build a case around this offer.
The content of your brochure ie. the images, testimonials, selling-points, images and benefits should have a single, shared purpose - to support and reinforce your objective and your offer.
Stick to your objective like glue throughout your brochure. Every word, image, fact and testimonial should support and reinforce your objective. If it doesn't, don't be precious - don't include it.
Too many small businesses start with an end brochure in mind -
It is fundamentally wrong to go to a designer or printer without a clear idea of how you will achieve that. And if you're going to make a success of your business, you are the best person to work that out. You are the expert! First work out what you want to achieve, then get advice on the different ways of delivering this. This is what we do. The message will be clear and relevant, the design clean and straightforward - job done.
Do you know your objective, have a product or service in mind? Call us and start today!
Act today and Save $100!
1000 Full Color Brochures = $399.99 - $100 SPECIAL =$299.99+tax.
No Setup Fees. Free PDF Proof. Free local delivery. Questions? Call Now 515.991.5491
Remember, offer valid if order is placed and approved by 3/30/09.
It's impossible to get a good response from the wrong audience for your product or service - yet not so briliant brochures and flyers generate a good response because they're sent to exactly the right people. If you match product and people I think you're 80% of the way there.
Think about whether your brochure will go out to people off the street, people inquiring or existing customers. Where is your money best spent? How and when will you deliver the brochure?
Set Objective.
The problem with over 90% of brochures is that they have a mixed message. It's not clear to the prospect what they want you to do. It's the same problem with over 90% of websites. Lack of clarity and focus is the biggest and most common marketing mistake small businesses make.
You need to get your message across in no more than 30 seconds. How can you expect to do that if you're pulling your prospect in 5 different directions?
Decide what is the single most important thing you want your prospect to do. Here's a clue: it's almost certainly going to be one of two things - buy your product or inquire about it.
Measure success.
Another mistake people make with brochures is that they assume that when the brochure is printed and distributed that's it - job done, message communicated. Wrong - you need to know how your brochure has performed, otherwise you've learned nothing and it's money down the pan.
Your objective is your measure of success. How many inquiries have you generated per thousand brochures? How many sales? Ask people to quote brochure or offer codes when they call, and include this code on any forms you include in the brochure. Make sure you ask people inquiring if it was a result of your brochure, and if so, what was the code on it.
Make an offer or proposition.
Before you start pulling together all your ideas, products, benefits and testimonials you need to get your offer straight. How will you get people reading your brochure to take action?
Your offer is the most important point of any sales and marketing piece. Work out what message will appeal most to your specific audience and use the br'We need a glossy brochure to show people what we do.' No, no, no! You need inquiries and ultimately sales.ochure to build a case around this offer.
The content of your brochure ie. the images, testimonials, selling-points, images and benefits should have a single, shared purpose - to support and reinforce your objective and your offer.
Stick to your objective like glue throughout your brochure. Every word, image, fact and testimonial should support and reinforce your objective. If it doesn't, don't be precious - don't include it.
Too many small businesses start with an end brochure in mind -
It is fundamentally wrong to go to a designer or printer without a clear idea of how you will achieve that. And if you're going to make a success of your business, you are the best person to work that out. You are the expert! First work out what you want to achieve, then get advice on the different ways of delivering this. This is what we do. The message will be clear and relevant, the design clean and straightforward - job done.
Do you know your objective, have a product or service in mind? Call us and start today!
Act today and Save $100!
1000 Full Color Brochures = $399.99 - $100 SPECIAL =$299.99+tax.
No Setup Fees. Free PDF Proof. Free local delivery. Questions? Call Now 515.991.5491
Remember, offer valid if order is placed and approved by 3/30/09.