Last time, we looked at ways to create a customized toolbox for your company or organization, incorporating the best marketing tools for your target markets.

In this article, we’ll examine the value of creating a brochure, as a tool to generate new business, increase sales, raise awareness, and provide credibility. A good brochure provides an overview of your company, products, and programs; announces new services or products, and provides generic information. The best brochures combine elements of marketing (they sell the company or organization) and public relations (they educate the reader).

A brochure is an excellent tool to reach a large audience, to leave behind on sales calls, to distribute at special events and shows, or to deliver by mail or postal walk. The key to success is deciding how you will distribute your brochure before you create the copy, layout, and format, since this will influence all three elements. If you plan to fax your brochure, make sure it is easy to read when it comes through the fax machine.

When I deliver brochure and newsletter make-over clinics to companies and organizations, I find that the biggest problems in the brochures I critique are too much copy and too little design. Participants often need to cut their copy by 1/3 or ½ and to increase the visual appeal through boxes, screens, illustrations, and borders.

Consider a simple background for your brochure to make it easier to read: white or cream paper stock and glossy or linen paper – depending on the type of company or organization you represent and the image you are creating.

Brochure vs. Sales Kit

While the brochure and sales kit contain many of the same elements, they are quite different in terms of the markets they target. The brochure is for mass distribution, while the sales kit works well for a specific market. For example, I use a brochure when I attend networking events or deliver talks; I use a sales kit when I approach a university, association, or corporation to hire me to deliver workshops.  I find that many clients try to make one tool fit all markets and this is often not the best strategy.

The Format

The most common format for a brochure is three-panels and two sided. I often suggest that clients create a two-colour outside shell with one or two pockets, and then develop one-colour inserts for different markets. Although many people glue the pockets of the shell, you can create a fold in the piece to form the pockets. This saves money and work. I like the flexibility of this type of piece, since you can discard inserts when they are outdated (such as a change in address) and add new inserts at minimum cost.

The Goals of the Brochure

Design and write the copy for your brochure to make it a keeper and to get the reader to take action.

The Sales Brochure

A good Sales Brochure contains the following 5 elements:

For me, one of the most important elements of the sales brochure is the backgrounder on the company or organization it represents. In this panel, expand on your background, your experience in your industry or field, your involvement in your community, your special skills and areas of expertise. This should be the first panel or insert in your brochure, since it sets the stage for the other information. When the background information is missing from a brochure, it lowers the credibility of the company or organization.

Include one or two panels or inserts that detail your services, products, and programs. List these in point form to provide an overview. Other inserts can describe each of these elements in detail.

One panel or insert in your brochure should include useful information for the reader, the kind of content that someone will want to keep. This will enhance your credibility and make your piece more than a selling brochure. The tips could include how to select or care for a product, how to recognize something, or a glossary of terms (such as Internet terms), Include 5 to 10 tips in this panel.

Include 3-4 testimonials (one or two lines each) on a panel in your brochure. This “third party endorsement” shows the reader what other people say about you.

Provide a “call to action” in your brochure. This could involve a free consultation, attend an event, a free “tips sheet”, etc. It is a good way to start a dialogue with the reader.

The Informational Brochure

In this brochure, the majority of the copy is generic information related to your company or industry that will be useful to your target markets, such as “how to”, glossary of terms, or did you know? It also includes a backgrounder and testimonials.

The Testimonial Brochure

Let testimonials tell your story. They represent different target markets and address different aspects of your business, services, and programs.

Copy Checklist

• While writing the copy for your brochure, keep these ideas in mind.
• Keep your writing simple, clear, and consistent.
• Make sure your writing is interesting.
• Be specific rather than general or vague.
• Be believable, to earn the reader’s respect.
• Keep sentences and paragraphs short.
• Never use jargon words.
• Motivate the reader to take an interest in your products or services.

How Often Should You Update Your Brochure?

If you have created a three-panel brochure, review the contents at least once a year. Make sure that it still reflects your products, services, and programs and add some new tips and testimonials.