5 reasons hard-copy handouts will always work
As a business owner or manager, you have a certain amount of your budget put aside for publicity and promotion. Trying to pick and choose where to put your marketing money, however, can be tricky. Never before have you had so many options – and, likely, so many questions.
Do I do a little of everything? Are radio spots still relevant? Should I dive into digital and eschew the power of print? Are brochures still an effective marketing tool?
Well, without knowing your business and your goals, it’s hard for us to say what might be the best approach. But we can – and often do – offer our opinions on that last item.
5 reasons brochures are (and always will be) effective
There’s a reason the brochure was the go-to advertising item for so many, for so long. Simply put, they work. And we believe they still have a role to play. Here’s why:
- Physical appearance: You can hold a brochure in your hot little hand. It’s actually there and can be passed along from person-to-person, stuck on a bulletin board, tucked in a directory, etc.
- Act as a form of contact: It’s thought that you need between five and seven points of contact between you and a prospective client before they trust you. The brochure is a prime form and can be relied upon to get your message across quickly and clearly.
- Versatility and cost-effectiveness: Brochures come in countless shapes and sizes, from the traditional tri-fold, to product catalogs, to intricately folded, origamic works of art. (Yes, I said origamic. Don’t look it up, you know what it means.) A brochure can be designed for multiple purposes, such as mailouts, in rack displays or as a handout. And there’s something for every budget; the larger the print run, the greater the savings. Plus, if your brochure isn’t campaign- or date-specific, it can be used repeatedly.
- Engagement: Not only is a brochure a great introductory business-to-customer item, it allows for an excuse to follow-up. It can also work hand-in-hand with other tools, such as creating a tangible link to your digital presence by directing prospects to your website or other online properties.
- Focus: Typically, brochures are (or should be) easy to read and navigate, allowing both you and your prospect to stay focused. No pop-up ads or flashing offers to distract here!
Must-have items for any brochure
In terms of content, the three main things to focus on when producing your brochure is your offer, your incentive and your call-to-action.
You should be giving prospective customers something that is relevant to them, as well as a reason to get in touch now and information on how to do that. Covering the five Ws and an H will do the trick.
Design-wise, make your brochure easy to read, not too cluttered and consistent with your brand image.
You know P.T. Barnum’s old saying, “There’s no such thing as bad publicity”? Yeah, that’s a myth. Ensuring your brochure is error-free, well written and well designed is a safe way to avoid making a bad impression. Despite everything else I’ve written here, it’s better to not produce a brochure at all than to do it haphazardly.
Need help finding the words that will make your brochure sparkle and ensure that critical first impression is a good one? Get in touch!