Expert Tips for Brochure Marketing

June 20, 2017 12:55 pm Published by Leave your thoughts

Using multi-channel strategies to generate leads and retain customers is the most effective way to market your business in today’s environment. Traditional marketing methods such as flyers, direct mail, and brochures remain highly effective ways to deliver your marketing message with a personal touch. Printed sales literature boosts credibility and supports customers who want to find out more in their own time, and professional brochure and flyer printing yields the best results.

Common Uses for Brochures

Brochures are small booklets that contain promotional and production information. They can serve a range of purposes.

  • Answer common customer queries or FAQs. One common use for brochures is to provide answers to frequently asked questions. While not a direct sales tool, distributing these at the point-of-sale or presale can help customers better understand your product.
  • Point-of-sale information. Point-of-sales materials not only provide information about the product or service, they usually include a brief introduction to other related products.
  • Specific sales tools. These brochures promote specific product lines, events, discounts, or services. They’re aimed at generating new leads and are thus suitable for direct mail distribution.
  • Handouts. Handouts are also aimed for generating new leads. They should appeal to a broad audience and provide a great introduction to your product or service.
  • Direct mail. Brochures are great for direct mail when compared with a letter or flyer as they tend to contain a lot more information. They also offer plenty room for attractive graphics, logos, and photos to create interest. Services for graphic design in Sydney can assist with designing business logos to fit brochures and other print materials.

While an information brochure may suit a general purpose, the most effective brochure marketing strategy is based on special purpose brochures. Tailoring brochures to a specific purpose means your business will better connect with potential leads.

Using Brochure Marketing Effectively

Effective brochure marketing involves good planning and content, from the first page to the last.

  • Define your purpose and distribution channel. Always start by asking what you’re trying to achieve with the brochure. What are you selling, and to whom are you selling? Where and how will the brochure be distributed? Tailor the content to suit your purpose and distribution channel.
  • Include content that adds value. Useful content in brochures has a ‘multiplier effect’. Customers are more likely to keep your brochure or pass it on to friends and colleagues if you include lots of useful and practical content.
  • Make the first page count. The first page is probably the most important page in your brochure. Start selling on the first page by posing a ‘problem’ or question and letting the reader know that the solution can be found in the latter pages (in the form of your product or service).
  • Generate content by considering the audience. Effective brochure marketing means the content should be closely aligned to your target audience. It’s great if you have a powerful first page and use attractive graphics, but they’ll lose interest quickly if the content isn’t aligned with their needs.
  • Let them know what’s unique. Let the reader know what’s unique about your product and service as early on as possible.
  • Don’t forget the call to action. The golden rule is to always end with a call to action, whether it’s a special deal or a time-limited discount.
  • Make use of multiple distribution channels. Design is one part of the marketing process; the rest is effective distribution. Consider your distribution channels and distribute as widely as is practicable.

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