What should you include in your brochure?

Although websites are now the most common way to describe what your company does for your customers, there is still a place for brochures in your bouquet of marketing tactics.

Produce an attractive brochure for your business and you can use it in the following ways:

  • Hand them out at tradeshows
  • Leave it behind after a sales call
  • Send the brochure as an introduction
  • Include it with follow-up materials

Working in the Sacramento region, people frequently ask me what information should be included in a brochure. It is much more than just a pretty blossom that shows off what your company does. An effective brochure may plant the seed of a long term business relationship that will generate profits for many years to come.

An effective brochure should make it easy for a prospective customer to learn what you do best to help your clients. In addition to giving your organization credibility, it should spur the reader to action, confident that your company is ideally suited to meet their needs. Just a beautiful flower begs you to lean over to sample the scent, your brochure should entice people to learn more about the benefits of doing business with you.

Some of the key components of a brochure include:

  1. An attention grabbing headline, enticing the reader to open the brochure and learn more
  2. Your logo on the front and back
  3. Your website and contact information, usually on the back
  4. An introductory statement that summarizes your primary way of serving your customers
  5. At least three benefits that your clients enjoy as a result of working with your firm
  6. Testimonials from satisfied customers demonstrating the results your company achieved for them
  7. More detailed summary of your main services
  8. Subheads that give the reader an idea what the detailed section will include
  9. Photos or graphics that help the reader understand what you do
  10. Data, facts or other results to support your marketing claims and to induce readers to take action
  11. White space makes it easier for prospects to digest your message because it provides a visual break and prevents you from putting in so much text in that reader becomes fatigued

At Marketing Action, Inc. we are often asked to write a brochure as a first project. It is a great way to get started working with a marketing consultant. The exercise of thinking from a customer’s perspective, identifying unique benefits and explaining what the company does often becomes the cornerstone of future marketing tactics.

Additionally, when you are busy running a business, you have so much knowledge, that it is difficult to boil it down to a few key points in a brochure. That is where the marketing consultant can help hone down masses of content into a few key benefit statements.

Use a professional designer to create the graphics and layout for your brochure. The visual appeal is just as important as the words you use to describe your business.

Quality paper and printing are the last steps in creating a brochure that represents your business. A professional graphic designer is essential to providing high resolution artwork that meets the printers’ specifications. Ensure that the final product is a brochure that you can be proud to hand out by working with professionals who are experienced in producing exceptional brochures.

In nature, beautiful flowers attract bees so that the species can be propagated. In marketing, an attractive brochure can be a credible introduction that may bloom into a long-term profitable business partnership. (The flower photo was taken in the Sierra Nevada Mountains in Northern California.)