Don't Print Your Brochure With Disappearing Ink!
This article brought to you by www.etopiamarketing.com
If your brochure is not being read, kept, and acted upon, it might as well be printed with disappearing ink!
Who in his or her right mind would voluntarily spend precious advertising dollars to print and distribute brochures that are incapable of getting good results? What a waste. You might as well print them with disappearing ink!
Q: What will it take to get you to produce a really great brochure?
A: Boldness, bravery and a willingness to be wildly successful.
You weren’t expecting that answer, were you? That’s because most brochures are produced using risk aversion as the primary design criteria, and the display racks are full of wimpy, boring examples that meet that goal in spades. Yawn.
What does it take to create a really great brochure?
1. A strategy to get immediate attention. No rocket science here, just common sense. If it doesn’t capture the reader’s attention, it won’t ever be read. Now, here’s the gut-wrenching question: are you willing to let the graphic designer use the tools necessary to grab your prospect’s attention and not turn that reader loose until you’ve had a fair crack at delivering your message?
Uh oh. You flinched a little, didn’t you? Take a breath, keep reading and just picture the results when you wind up with a dynamite brochure that blows away every competitive brochure in the display rack!
First, give your designer permission to create a brochure that simply won’t allow anyone to walk by the display rack without picking up a copy. Why do you think they put those big, bold teaser headlines on the tabloids that are right next to the cash register? C’mon. Admit it. You know they’re almost impossible to resist!
Now just relax for a minute. We’re not suggesting that you use the two-headed alien baby tactic. What we are saying is that once you provide your graphic designer with enough information to make the brochure compatible with your corporate culture and consistent with the “look and feel” of your other marketing materials, don’t tie their creative hands and insist upon another dull brochure that deserves to be printed with disappearing ink! Be open to that startling headline or knock-your-socks-off photo that makes the brochure jump off the rack and into eager hands!
2. Good use of the available space to tell only as much of your story as you need to tell. Determine how much and what type of information the prospect wants to know from a brochure, and how much needs to come from your other sales and marketing efforts. In other words, don’t expect your brochure to be all things to all people. It’s just one of the tools in your marketing toolbox!
Resist the urge to fill every square inch of white space with text or graphics. Write from the customer’s point of view, not yours. Use a conversational tone and action-oriented verbs. Clearly spell out the benefits that go along with your product features, and while you’re at it, put some pizzazz into it. Recognize that no matter how strongly people insist that they make their decisions based upon logic, they do respond to emotional appeals. They can’t help it, and that’s just too powerful a tactic to ignore.
Lastly, don’t let them get to the end of the brochure without having a very clear call to action and a convenient way to contact you. Seriously. Make it easy, easy, easy for the customer to take the next step.
3. A Willing Risk Taker. In the final analysis, which is riskier? Spending valuable advertising dollars on a safe, boring and ineffective brochure or taking a very real chance that your customers will be irresistibly drawn to your company and your products?
Besides, why wouldn’t you want to get the jump on the competition? If you don’t take this ball and run with it, one of them will. Now, that’s a far bigger risk and much harder to explain to the boss!
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