I love reviewing my clients’ marketing brochures because I can better evaluate their business direction and purpose. A brochure is like telling a story because it describes what the business does, who it is for, and what the benefits are for the potential customer. Also, it helps business owners get very clear on what they are offering.
The brochure may be the initial contact a potential customer has with the business and it is essential to make a great first impression (you only get one chance!) Often my clients tell me that designing a brochure is challenging because there is so much vital information to include; yet, they don’t want it to be so wordy that people would nod off.
Fortunately, one size does not fit all! There are two types of brochures: Attention Grabbing and Informational. The Attention-Grabbing brochure says “Look at Me!” The brochure is used mainly in public display racks placed where your target markets will most likely visit. The goal is to make an emotional connection with potential customers so they want more information. This brochure should be to the point, interesting, and creative. It also has a “call to action” e.g., contact for more info or a no-cost consultation, inquire about a special offer.
The Informational brochure is sent to a prospective customer who wants more data about the business. Usually the request is from someone who has seen your Attention-Grabbing brochure. The Informational brochure is where you would explain the What, Who, Where, and How. There are explanations on what is offered, background of the company, as well as product or service history. The mistake some people make is they only have the wordy Informational brochure that is rarely looked at for more than 30 seconds if it is the first introduction to the business. I recommend having both brochures. A website can be a substitute for the Informational brochure.
When writing the copy for your brochure(s) think of it from your customer’s point of view and not your own. Visualize yourself talking to your best customer and imagining how he or she would answer the following question, “If you didn’t know anything about this business, then what are the three most important things you would be most interested in knowing?” This question is a good starting point. Also, include pictures, testimonials, and the benefits that will invite the potential customer to contact you or visit your website.
The Northeastern Small Business Development Center ( www.sbdcsc.org ) is available to assist you with the mentioned suggestions and can help businesses be competitive in a complex marketplace. Our center provides no cost one-on-one business consulting for Siskiyou, Shasta, and Trinity Counties. We are hosted by both College of the Siskiyous and Shasta College.
For more tips call our Yreka office (located at 212 Butte St.) to make an appointment with business consultant Stephanie Hoffman at 530-842-2470 or email firstname.lastname@example.org