August 2008

Reinventing the Brochure

Let’s face it – many brochures are dull and uninspiring.

They have become perfunctory, containing dry lists of services, a company history and how you are always on time and on budget.  Sound familiar?

Let’s take another step.  This is a combination of graphics and copy.

Key factors in the brochure:

·         Targeted – orient to you specific customer or client.  No one brochure is good for all markets and situations.

·         The “experience” – how the customer will benefit from your product or service.

·         Actionable content – rather than something to be tossed away, is there a reason to call or keep the brochure for reference.  This could be a follow-up action to receive something useful or a helpful checklist.

Copy priorities

·         “Why choose us” – what are the benefits to be gained from selecting  your company

·         Testimonials – there is nothing more powerful in promotion than the testimonial.

·         Call to action – give someone a reason to contact you – a free report, benefits analysis, etc.  Brochures should be lead generators.

·         Then the usual stuff – about the company, services.  This is important but not the end all.  These items are the “features” part of your promotion.  A partial list of clients adds to credibility.

Graphics

·         Don’t try to be too cute

·         Make it easy to read – rather, make it easy to scan

·         Use client oriented photos.  For example, clients don’t care about the details of how you do what you do.  Give them the end result, the stuff that benefits them.  You want the client to see revenues, not costs.

Treat your brochure as a sales document.  Design it properly and it can be a lead generator.  If you need help creating your brochure contact: www.cvlCreative.com.