One of our local employers was on the front page of the Monadnock Ledger last week regarding a $400,000 settlement with OSHA for worker safety violations. Ouch! They not only have to pay the fines, but they also must take corrective actions & improve the safety of their workplaces for all of their employees. They have agreed to get a full time safety &...
Writing an Effective Brochure
Submitted by TWP on Sun 10/24/10 3:44 pm
At one of my "Write to Sell" workshops, a jewelry designer showed me her brochure. In six densely packed columns, it detailed her artistic vision, her philosophy of life and her relationship to her materials with one small photo of her jewelry and no information on how to order it. Her brochure satisfied her needs; but completely ignored the needs of her customers.
Whether you require a tri-fold or a magazine-style brochure, the following rules will ensure that your content brings in customers:
(a) As much as possible, let photographs speak for you.
(b) Remember that the most powerful message in any marketing material is: We (the company) can solve your (the customer's) problem. Lead with that message.
(c) Keep the text short and to the point. And the point is that you want your customers to order your products and services. A short explanation encourages them to contact you to find out more. An order form and clear contact information encourages them to order immediately.
(d) Make sure the design of your brochure echos the design of your business cards, website and other marketing collateral. Design helps create your brand. You want customers to know and trust your brand.
(e) Use different content in your brochure content and on your website. Word-for-word repetition ignores the differences between a print brochure and a website, weakening both of them.
What is the best and worst example of a brochure you've ever seen? Why do you feel it succeeded or failed?