The goal of most marketing efforts is to build up the credibility of a brand for the long term. How it is done though changes as time passes due to the trends of the given moment, the rise and fall of demands in the market, and the transcience of opportunities as they come and go. There are complicated methods that take lots of planning, then there are simple ones that can be pulled off almost in a whim. One of those quick methods is the distribution of print brochures.
If you're one of those upstarts who have tried handing out brochures to passersby and ended up disappointed as you watch them take a glance and then throw your carefully laid out pieces of paper into the trash bin, perhaps this article should give you a few ideas on how not to give up on the humble brochure. Maybe it is a bit old fashioned, but so are a lot of other things in life.
Customers need to be interested first.
While always a marketing staple, brochures are not exactly the life of the party as they tend to be more annoying than helpful. In fact, most businesses nowadays use them as more of reference material for the customers rather than an outright attention grabber. When someone takes a brochure, it means that the person is already interested in that type of product or service. All you have to do then is to make sure that the brochure leads them to choosing yours instead that of the competition.
People look for the benefits, not just for something new.
Nowadays, people think more in terms of what benefits them as soon as they make use of a product or service. As businesses do whatever they can to advertise what they are selling and get the most number of customers as they can, the classical method of talking about the product itself is starting to become out of fashion.
With the Internet, customers get to know about products one way or another and they would be looking for something more specific. What may have worked for TV shopping channels won't work as well nowadays since more people know what to look for.
Brochures are read for information.
If your brochures contain just marketing fluff, then there is your problem. While it is important to have that stuff in your advertising material, a brochure is not an overglorified poster. It must contain everything about products and services that you can cram into that piece of paper without making it look too unattractive or incomprehensible. Whether they list down the features and prices of your products or merely reasons why buying them is a good idea, everything must be made concise and should answer every frequently answered question.
They are looking for the real thing.
Most customers are not as stupid as some marketers would portray them as. The trick is to not trick them, but entice them. However, doing so with empty promises makes things worse since such a lack of long term contingencies mean that you will have to pay the cost of dishonest marketing. Whatever you do put in your brochures should be the good things about your product or service that will be apparent to the customers once they have availed of it. When it comes down to it, the best selling point is solid authenticity, not hollow gimmicks.
Whether it is a paper brochure or your website, your marketing must make use of key words that are most effective in advertising the good points about your product or service. Aesthetics are not the only thing that can attract customers since substance is what gives it the punch that hits the spot in convincing potential customers of the efficacy of what you are offering.
Brochures are just pieces of paper.
In the end, no matter how good your brochures are, they are just printed pieces of paper. You must make them work to your favor through hard work and sound business strategies. Remember that everything you do is all about the customers and their demands, so always have a way to take whatever they throw at you. Brochures sure help a great deal though, so make sure to put them to good use. Soon enough, you will see the results of well-made brochures and persistent distribution of them.
Written by: Jessica Simmons
+Jessica Simmons has a degree in Communication and has found her niche writing about marketing, blogging, branding, graphic design, and desktop publishing. She writes for UPrinting.com, an online printing firm that offers brochure printing services, flyer printing services, posters, postcards, booklet printing services, and various printed marketing media.