When you think of a brochure, what image comes to mind? Do you imagine scanning through one to pick up some noteworthy information?
Your customers could do the same thing with brochures about your business. As they are getting comfortable in their chair in your waiting room, they can pick up the brochure, scan it, and start reading anything that may tell them something they didn’t know before picking it up.
After perusing the brochure, your customers have a much deeper understanding of a service or product you offer. They can talk to others about it. They can make an informed decision about whether or not they want to invest in it.
A brochure is just as much of a marketing tool as classifieds, business cards, flyers, and your website. They all have the same key qualities:
Not all brochures are created equal though. Some are effective at convincing readers to take action on what the brochure is about because they present information clearly and then persuade readers to find out more information. There’s a certain amount of mystery that looms after someone finishes a brochure. That mystery is what causes people to call or seek out the business in other ways to learn more about its business.
When creating a custom brochure for your business, the first step is to come up with a design. Always remember, “less is more.” You don’t want to overwhelm the reader with too many colors, designs, and text. Make the brochure’s design simple and attractive.
The next step is to create the copy for the brochure. People won’t spend a long time reading a brochure. They want to be done with it in a couple of minutes. This means you’ll have to present your business’ message in a concise way. Use a lot of headers, italics, quotes, and more to break up the text. People will use these special types of text as they scan the brochure to find out if it’s something they want to read, so make them punchy. Informative and straightforward text is what lead consumers to customers.
The final piece of your brochure should be the contact information. This should be placed in an easy to find place. Many people put it on the back of the brochure, while others decide to have it on the inside bottom of it. Many times, where contact information is placed depends on the design. Some will allow space for it inside, while others, the only logical place is on the back.
Once you have brochures, you can start using them to promote your business. Place them at your place of business where most people will see it. If you have a check-in window, that’s a great place for it. If you have a waiting table with small tables in between groups of chairs, you can place them there to entertain clients as they sit and wait for you. You can also ask local businesses serving your target audience if you can leave a few brochures behind. Send brochures in the mail, if you’re considering a mailer campaign.
There are hundreds of ways to use brochures, so start exercising your creativity. Think of ways you can use them for your business. Soon, you’ll be working with them so much, you’ll wonder why you waited so long to use them.