How do you feel when you hand out your company’s brochure? Are you proud of its design and professionalism, or are you slightly ashamed and apologetic? Do you know why you are unhappy? If you are not thrilled to hand out your brochure, you probably need a new one. Before you charge into this project, here are some tips that can help. With a little planning and thought, your brochure can meet all your needs to successfully project your corporate identity and communicate a positive image.
To begin, it is important to realize that a brochure is as important as a business card. Your business card introduces the recipient to you, the individual. The company brochure, on the other hand, introduces the recipient to your entire company. Think of it as an executive summary of your offerings and operations. The brochure is used as a sales and marketing tool that allows you to brag and show your credentials favorably. You’ll be making a lasting impression, so you want to be sure it’s a good one.
A successful brochure helps with the success of the business. It should briefly and effectively communicate important fundamentals about your products and services. Your prospective customer must understand the content and be moved to action just by reading this piece of paper. The brochure must communicate that your company is a reliable, solid organization with products that are equally as solid, good, and reliable. You’ll be building trust with this cornerstone with your potential customers. The reader should want to learn more about the company in the future. A good brochure will also give your prospect a visual feel for what you do and who you are. It will function to open doors for sales calls and to remind perspective clients of your company afterwards. It may not get you the sale, but it may get you the order.
If your brochure does not fulfill these needs, you need a new one.
Chances are, no one will approach you with the problems with your brochure, but they may avoid you or your company. If your brochure ends up in the trash, it has been a waste of your time and money. A prospective sale is a permanent no sale and you were not even able to get in their door. It is not worth it to save few hundred dollars on brochure printing if it doesn’t do the job. A cheap-looking or badly done brochure makes your company and its products look bad. Prospective clients assume that if you scrimp on the brochure, you may also be cheap with your products.
A common mistake by many companies is to make the brochure a comprehensive technical manual with too much detail. They should not be filled with pieces such as special sale items. Sales sheets look completely different and require other items for purpose and design. Do not try to make your brochure all things to all people. This can result in a disorganized mess that the client will not understand. Just remember, KISS. Keep It Simple Silly! If you must combine both types, consider using a presentation folder. One pocket will hold special deals, price lists, sale sheets, and more, while the other holds your corporate brochure. Companies like ColorFX can help you design brochures, price lists, and folders that project your image successfully.
There are three uses for a good brochure. The initial use is for an introductory mailer that is sent to sales leads and will later be followed up by phone. The second use is as a leave-behind at initial sales calls. Always take a copy of your brochure to leave as a reminder that your company is respectable and solid, with a sales rep that is eager to help them. Third, a brochure can help to fulfill requests made by your potential clients for literature in response to phone inquiries for ads. Most of all, your brochures should be in the hands of your prospects.
If you are unsure if your brochure is doing its job, pass it around your office and customers and ask for honest opinions about its design, information, and layout. Having an effective brochure can help your business to succeed, and it is worth the research!