The Mighty Marketing Brochure

The Mighty Marketing Brochure
Brochure is​ French,​ and it​ comes from brocher,​ meaning to​ stitch .​
According to​ The American Heritage Dictionary,​ a​ brochure is​ a​ small booklet or​ pamphlet,​ often containing promotional material or​ product information.
Accurate,​ yes .​
And also incomplete.
For one thing,​ brochures aren’t always small .​
Sometimes they’re quite large .​
As for brochure contents,​ they vary greatly depending on​ the​ situation .​
a​ brochure definitely can be more than a​ pamphlet or​ small booklet,​ coming in​ all shapes,​ sizes and a​ range of​ folds.
While brochures are found practically everywhere -- used by businesses and organizations of​ all types and sizes -- they’re not the​ answer to​ all communication needs .​
Nor are they obsolete due to​ the​ Web.
What Can a​ Brochure Do?
Actually,​ a​ lot .​
First,​ determine your purpose or​ objectives.
Will your brochure generate sales or​ leads? Fulfill inquiries,​ support the​ sales force or​ be displayed at​ the​ point of​ sale? Will you​ use your brochure as​ a​ direct-mail piece or​ a​ leave-behind?
The brochure can do one or​ all of​ the​ above with careful planning .​
Here are some more functions of​ the​ brochure:
>Provide product and service information
>Support trade shows and conventions
>Provide news (about products,​ services,​ company,​ industry)
>Build company identity
>Educate prospects and customers
What are you​ trying to​ accomplish? Once you​ decide,​ you’re ready to​ start putting your brochure together.
What Goes in​ a​ Brochure?
Following are some common subjects for three areas brochures cover most: products,​ services and corporate or​ organization capabilities.
/ Introduction / Products / Services / Features / Benefits / How It Works / Markets / Applications / Specifications / Testimonials / FAQ / Company history / Call to​ action / Client list / Mission statement or​ business philosophy / Awards / Contact info
Keep It Simple
Although a​ brochure can do a​ lot,​ keep it​ simple .​
Zero in​ on​ your audience and purpose,​ and the​ rest will fall into place .​
Consider the​ format,​ page size and how the​ brochure will fold .​
Decide on​ visuals,​ fonts,​ colors,​ paper stock and other design characteristics.
As for copy,​ put a​ strong headline on​ the​ cover .​
Capture the​ right tone,​ and make sure copy has a​ logical flow .​
As a​ rule,​ keep sections short,​ incorporating plenty of​ subheads.
It’s always wise to​ include a​ call to​ action .​
What do you​ want people to​ do after they read the​ brochure? Finally,​ make sure you​ know how your brochure fits into your overall marketing program.
(c) 2018 Neil Sagebiel

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