Your Brochure Should Show You're a Problem Solver

When you think about spreading the word about your business, a brochure automatically come to mind.  Even though customers may find out about you and your services on the Internet, when people meet you, they like to come away with something more substantial than a business card.

Brochures can give a good "snapshot" of your business. Aside from presenting your logo and your contact information (address, phone/fax number, website, email address) - business card content- the brochure gives you a chance to tell the client what to expect from you.  It usually lists the things you can do, but offers you an opportunity to go beyond that.

According to Robert Middleton, author of the Infoguru Marketing Manual, most brochures focus mainly on what a business does, rather than the problem the client has and how a business can solve it. No one is really interested in what your company does unless they believe that your company can solve a problem they have, or you create a want or need in them.

Once your brochure hooks in the customer with how much he needs you, don't drown him with detail.  If you offer a specialized service ( i.e., relocation) or serve a special market (i.e, mature homebuyers), that's material for another brochure.  Briefly tell your story, but use white space and pictures to set off your content.  You don't want your message to be lost in a wall of words.

How should you effectively use your brochures?  Aside from making them available to visitors to your office, you should include them in regular correspondence to customers or hand them out at events.  This means that brochures should be printed on good stock but not be so costly you are tempted to "save them."  Many times they can be produced in house if you have a good color copier or delivered to your local Kinko's or Staples in camera ready form for commercial production. 

Your brochure is a carry-away reminder of the solutions you can offer!

Need some help reformatting your current brochure or developing a new one? Please give me a call for a complimentary  overview of your brochure and your business.

Bob Corcoran

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