March 26, 2012
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3. Emphasize Selling Points
Aesthetics are only one part of a good brochure. As a business, you should already know the unique selling points that make a potential customer’s take notice of your offering. These selling points should be front and center on your brochure. Try to take your company goal and boil it down to a few simple words or concepts—either a slogan or several key adjectives—and place them on the front page of your brochure. You can go into more detail inside. Prominently utilizing these streamlined goals in both your brochure and website will emphasize your consistency and help to convey your selling points effectively.
4. Reel ‘Em In
If potential customers are ever going to pick up your brochure, open it, follow the information to your website, and eventually become purchase, you must give them a reason to be interested in the first place.
Does your small business provide a solution to a pressing problem in your industry? If so, put it on the front cover of your brochure. Ask potential customers a thought-provoking question that hints at the ways your business can help. And sweeten the deal by promising an incentive for those who do pick up your brochure and visit your website (i.e. an exclusive discount to use online, early notification of special sales or offers, or a coupon redeemable for a free gift). Once an intrigued shopper has opened your brochure, the battle is almost won—now it’s up to you to show them the great things your business has to offer.
Some may believe that brochure printing is a marketing tool of the past, but this simply is not true. As a company, you make every effort to reach your target audience in any way possible. If you can place brochures directly in the paths of customers or distribute brochures directly to customers, then more than likely brochures are a great complimentary tool to use in addition to your other marketing efforts.
If you follow these brochure marketing and design techniques, then you’re much more likely to find success in today’s digital age using an age-old marketing technique.
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Photo Credit: Zhang Jingna
Tara Hornor is a freelance business writer with a niche focus in marketing, advertising, branding, graphic design, and desktop publishing. She writes for PrintPlace.com, an online printing company that offers brochure printing services, business cards, flyer printing services, posters, postcards, booklet printing services, and more printed marketing media. In addition to her writing career, Tara also enjoys spending time with her husband and two children.
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