Saturday, December 20, 2008
When do you use a brochure rather than a flyer? What kind of content should be included in a brochure? What's the best ways/places to distribute brochures. Easy Street Designs provides some answers.
How to create a brochure:
Before we get to how, let's start with why. Flyers, print ads and mailers are primarily designed to get someone thinking about your product, service or company. They have a very broad audience and are often deployed in a "shotgun" type marketing campaign. A brochure is targeted at people who are already in the market for your product and are actively shopping for it. A brochure provides more detailed information about how a shopper should evaluate the product, important questions to ask, and of course, answers to those questions.
Our biggest selling brochure is the tri-fold type. It's sharp looking, convenient to display, holds a good amount of information and imagery, and can be mailed in a standard number 10 envelope. The tri-fold gives you six panels to work with. A good way to break it down is: Front cover, four informative content panels, and a back panel containing primarily company and contact information.
The cover must have eye appeal. It's got to be attractive, while conveying the general idea of the content. It should not be cluttered with text. A nice image, with a prominent subject line, perhaps a subheading and "compliments of (your company) across the bottom is a good start.
The content should not be all about your company and how wonderful you are. Save that for the "about us" section of your web page. Instead, put yourself in the shoppers shoes. What questions would you ask? What questions do many of your prospective customers ask? What are some things a novice shopper for your product might not think to ask? By offering useful information about the product in general, rather than self-promotion, you demonstrate not only a clear understanding of your industry, but empathy toward your customers and prospects. One of the things they worry about is being tricked into a bad deal. The last thing they want to hear, or read, is a heavy-handed sales pitch. To make the reading easy on the eyes, a ratio of about 3-1 for text to imagery works well.
The back panel is where you make your pitch, but still a relatively soft-spoken one. A short paragraph plugging your company, a photo, logo, designations, certifications and all of your contact information, followed by a slogan or tag line is a good formula.
Brochures are more costly and contain more information than some of your other forms of print advertising. You'll want to be more selective about where and how they are dispensed. Ideally you want them in front of people who are already somewhat interested in what you have to offer. Offering them free upon request at your website is a no-brainer. You can also offer them in your other print advertising by simply adding "call for a free, informative brochure". This form of "opt-in" distribution can be a good source for future mailing lists as well. Another good distribution channel is though lobbies and waiting rooms, particularly where people will have some time to kill. Tire stores, medical offices, dentists, attorneys, anywhere that something to read would be appreciated. Maybe some people just pick up your brochure for something to read, but even if they aren't in the market for the product, they'll likely leave the brochure behind to be picked up again and they are now at least familiar with your product and your company. In-store or in-office distribution is another great one. Customers may come in for one product, but demonstrate some interest in another. Rather than give them the full-blown sales pitch, possibly putting them off, you simply offer them a handy brochure. Trade shows and events are perfect for brochure advertising. You get face to face contact with prospective customers who can then walk away with in-hand information about the product of interest to them and your company, and of course you'll want to bring them to every sales call.
Brochures can be a valuable part of your marketing tool box. Take some time and care in devising a sharp looking informative piece. If you save a few bucks on design and layout and wind up with 2,000 brochures that nobody wants to read, what have you saved? (and now the pitch) Whether you need printing only, or design and print, Easy Street Designs can ensure you get an attractive quality piece at affordable pricing. With minimum quantities as low as 50 (85 cents each) and pricing as low as 25 cents each (2500 +) we can accommodate any budget.
...the offer you can't refuse: Place an order on EasyStreetDesigns.com and enter coupon code "322023" at check out ($100 min order) and get 15% off your printing total (not valid with other coupons or offers). There is no set up charge if you provide a ready-to-print file in high resolution (300dpi or better) jpg or pdf format. Custom brochure design is available for $150 (call or email to place a design order).
and finally....the contact information: Easy Street Designs, 109 Kiva Road, Colorado Springs, CO, 80911, 719-390-5080, EasyStreetOrders@Yahoo.com. Office hours: 8:30am to 6pm, Monday through Friday.