Marketing With Brochures
Marketing With Brochures
Brochures have many advantages over most other marketing tools available to you. Probably the most important advantage is that brochures can convey a lot of information about your business. Brochures can tell a detailed story about your business that cannot be told through display advertising. A brochure gives you the flexibility to communicate your message with both words and graphics.
In the information age people expect to get the information they want and need quickly. And that is exactly what a brochure does. It gives prospects the information they want in just a few seconds.
In most cases the more you tell the more you sell. People don’t read brochures unless they are seriously interested in gaining information. They are not interested in “white space;” they are interested in learning more about your business and your product or service. And they resent it if you don’t give them enough information to buy what you are selling.
Your sales letter should be warm, human, sincere, honest, personal and one-on-one. But your brochure should be technical. It showcases the attractions, components, advantages or positive benefits of your product or service. It should be written in concise one-sentence or one-paragraph statements that give a solid list of facts and benefits. Reprint or excerpt your best testimonials, endorsements and recommendations.
You should begin your brochure with a headline that summarizes the contents. This is very important because your headline is the ad for the brochure. Here are some important tips to help you create a winning brochures:
* Tell your prospects why they should buy your product or service.
* Tell your prospects why you are enthusiastic about your product or service.
* Give some important facts that your prospects should know about your product or service.
* Tell your prospects why your product or service will benefit them; Give facts, figures, and testimonials that confirm the case for buying your product or service.
* Use visuals, photos, graphics, and illustrations that help create a desire to buy.
* Use a three-fold (six-panel) brochure that fits neatly into a #10 envelope.
* Use a larger brochure with a flap inside the rear cover to hold 81/2 x 11 sheets of paper. This helps you personalize your brochure to specific prospects.
* Create a brochure that can be used for many years. For example, instead of saying, “We’re ten years old,” say “We were founded in 1995.”
* Always end your brochure by summarizing the entire proposition of what you’re selling. And restate your guarantee very powerfully and prominently.
The job any brochure is to get your prospect interested in your product or service. So make sure you give them all the information necessary to make a decision, and then offer them a way to move directly to either purchase or request more information. Your brochure should act as a tour guide for your company.
The goal of any brochure is to convey your key message quickly and concisely. Prospects want to know what’s in it for them. They want to know how your products or services will help them. Always remember, prospects have to be told what to do. So make sure your brochure does that. Your brochure is a call to action.
Run ads that invite prospects to call, write or e-mail you for a free brochure. Your brochures should be given to prospects who request them or have a high probability of purchasing from you. By doing this, you can give many reasons to purchase from you without paying for the advertising space to do so. Then you add the names of the brochure-requesters to your mailing and e-mailing lists and write to them regularly. One final note, never send out a brochure without some type of letter with it.
Use your brochures to spread the word about your company. Use ads, your customers, the internet, and any other outlets you can think of to have your prospects request them. The more places you use, the more effective your brochures will be. Your brochure will compliment every part of your marketing. It will leave your prospects with everything they need to help turn them into buying customers
Marketing With Brochures - To learn more about this author, visit Joe Love's Website.
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With the explosion of the internet and online businesses many business owners forget how important it is to market offline as well. One of the main pieces in your company’s marketing should be a brochure. You should have a brochure for your online and offline marketing.
Brochures have many advantages over most other marketing tools available to you. Probably the most important advantage is that brochures can convey a lot of information about your business. Brochures can tell a detailed story about your business that cannot be told through display advertising. A brochure gives you the flexibility to communicate your message with both words and graphics.
In the information age people expect to get the information they want and need quickly. And that is exactly what a brochure does. It gives prospects the information they want in just a few seconds.
In most cases the more you tell the more you sell. People don’t read brochures unless they are seriously interested in gaining information. They are not interested in “white space;” they are interested in learning more about your business and your product or service. And they resent it if you don’t give them enough information to buy what you are selling.
Your sales letter should be warm, human, sincere, honest, personal and one-on-one. But your brochure should be technical. It showcases the attractions, components, advantages or positive benefits of your product or service. It should be written in concise one-sentence or one-paragraph statements that give a solid list of facts and benefits. Reprint or excerpt your best testimonials, endorsements and recommendations.
You should begin your brochure with a headline that summarizes the contents. This is very important because your headline is the ad for the brochure. Here are some important tips to help you create a winning brochures:
* Tell your prospects why they should buy your product or service.
* Tell your prospects why you are enthusiastic about your product or service.
* Give some important facts that your prospects should know about your product or service.
* Tell your prospects why your product or service will benefit them; Give facts, figures, and testimonials that confirm the case for buying your product or service.
* Use visuals, photos, graphics, and illustrations that help create a desire to buy.
* Use a three-fold (six-panel) brochure that fits neatly into a #10 envelope.
* Use a larger brochure with a flap inside the rear cover to hold 81/2 x 11 sheets of paper. This helps you personalize your brochure to specific prospects.
* Create a brochure that can be used for many years. For example, instead of saying, “We’re ten years old,” say “We were founded in 1995.”
* Always end your brochure by summarizing the entire proposition of what you’re selling. And restate your guarantee very powerfully and prominently.
The job any brochure is to get your prospect interested in your product or service. So make sure you give them all the information necessary to make a decision, and then offer them a way to move directly to either purchase or request more information. Your brochure should act as a tour guide for your company.
The goal of any brochure is to convey your key message quickly and concisely. Prospects want to know what’s in it for them. They want to know how your products or services will help them. Always remember, prospects have to be told what to do. So make sure your brochure does that. Your brochure is a call to action.
Run ads that invite prospects to call, write or e-mail you for a free brochure. Your brochures should be given to prospects who request them or have a high probability of purchasing from you. By doing this, you can give many reasons to purchase from you without paying for the advertising space to do so. Then you add the names of the brochure-requesters to your mailing and e-mailing lists and write to them regularly. One final note, never send out a brochure without some type of letter with it.
Use your brochures to spread the word about your company. Use ads, your customers, the internet, and any other outlets you can think of to have your prospects request them. The more places you use, the more effective your brochures will be. Your brochure will compliment every part of your marketing. It will leave your prospects with everything they need to help turn them into buying customers
Marketing With Brochures - To learn more about this author, visit Joe Love's Website.
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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