Pimp My Pamphlet

Don
Latest posts by Lynne Meredith Schreiber (see all)

Marketing has its roots in advertising. Bland brochures, blah business cards, ambiguous messages don’t sell.

“I make all my clients put strong headlines on their brochures. It’s no different than any other ad. You’ve got to get people to open it and read it,” says Sanford Jay Barris, founder and president of Business Marketing Services in Bloomfield Hills, Mich.

Want a smashing sales brochure that brings you business? Consider these tips:

  • Focus. People are turned off by clutter. Use your brochure to offer reasons why people should do business with you. Emphasize not what you sell, but why you and your company are the best choice.
  • Time for Action. The most important part of a sales brochure is its call to action. Be sure yours provides essential contact information plus an explanation of why your product or service is important to your customer now.
  • Size matters. You can save postage by creating a tri-fold brochure that fits in a standard #10 envelope. But don’t send it alone; include a lead-in letter. It’s an opportunity to point out specific pages or items in the brochure that are relevant to particular customers.
  • Keep it simple. Eliminate clutter and don’t include too many pictures, says Scott. “Don’t junk it up with too much information. The less said, the better.”
  • Coordinate colors. Stick with the palette you’ve used in other marketing materials, advises Mary Scott, vice president of marketing for American Laser Centers, which has 150 clinics nationwide. Despite content differences, each clinic’s brochure uses the same glossy, tri-fold black-with-reverse-text format.
  • Use a three-column format. Common in newspapers, this design enables readers to get material quickly. “The narrower the column width, the easier for people to read,” Barris says.
  • Write captions. Readers often look at photos and ignore longer text. Use captions, and think of each one as an individual sales pitch.
  • Choose an easy-to-read typeface. Some typefaces are more readable than others. Don’t be afraid to experiment. When in doubt, choose readability over fancy.
  • Do it yourself. You don’t have to hire a graphic designer to produce a great brochure. With a little creativity, you can make professional-looking materials using Microsoft Word. But keep your end format in mind. Word files may not transfer well to other formats, Barris says.

Make it permanent

Now that you have invested a lot of time perfecting your brochure, take the time to convert it to Portable Document Format.

By converting your file to PDF you essentially freeze it. Let’s say you save your brochure as a Word file. When you attach that document to an e-mail, the fonts and typeface you used to create the brochure may not translate to another computer. PDF files maintain their integrity; what you send is what the recipient gets. And, perhaps most importantly, another person cannot make changes to your file.

Adobe Acrobat Reader is free software that reads PDF files; anyone can use it. Microsoft Office programs allow you to convert files to PDF, and there are a number of free PDF makers you can download online, including CutePDF Writer and PDF reDirect. Adobe Acrobat offers what computer savvy experts say is “the best, most sophisticated” PDF conversion program, but it’s expensive.

Last, continue to re-evaluate

After you’ve circulated your brochure and other marketing materials, don’t forget to re-evaluate. Just because you haven’t heard complaints, doesn’t mean they’re doing all they can.

Total
0
Shares
Previous Article

New StartupNation.com Homepage & Global Navigation on the way

Next Article

Do You Need Bricks and Mortar Anymore?

Related Posts
sales team strategy
Read More

The Best Investments to Improve Your Sales Team Strategy

Creating and maintaining a thriving business depends on the success of sales performance. Essentially, the effectiveness of your sales team at generating revenue is directly related to the success of your business. Keeping your sales team motivated and helping them maximize their performance can be challenging, but with the right tools and investments, you can...
Read More

WJR Business Beat: The Customer Is King (Episode 412)

On today's Business Beat, Jeff Sloan tells small businesses what they need to do to keep customers happy. Tune in below to learn more about the Raydiant survey results on what consumers want:     Tune in to News/Talk 760 AM WJR weekday mornings at 7:11 a.m. for the WJR Business Beat. Listeners outside of...
MarTech
Read More

Small Businesses That Own Their MarTech Can Edge Out the Competition

Adjustments to data protection regulations and Big Tech's revamping of how applications and third-party brokers acquire data sets have upended the world of user data management and remarketing. Big Tech, GDPR, privacy browsers and different privacy compliance standards are removing the user data of billions of users from the control of third-party marketing providers that...
brand awareness
Read More

5 Ways Technology Can Improve Brand Awareness

Brand awareness is more important than ever. Without it, customers can’t differentiate between your business and the competition. As a result, whether they shop in-store or online, they may not remember your company after a purchase, even if they like the products you sell. Brand awareness is especially important for startups, which need to quickly...