Whether it’s online or in the real world, in 2013 we’re all drowning in communication. It’s never been harder to get attention long enough to make a difference. It’s vital that you keep this front of mind whenever you’re creating any marketing message, and that includes your sales brochure.
In the 21st century, boring and predictable is the enemy of success.
Here are three common problems I see with sales brochures – and suggestions for what could make a difference to your success.
Problem #1 The message on your brochure is unclear, or worse still, bland.
Suggestion Start with your audience in mind. Think carefully about who you are talking to. What are their problems and frustrations? The more specific your message is, the more chance you’ll say something relevant and interesting. Assistance from a professional copywriter at this stage can be worth its weight in gold.
Problem #2 Your brochure looks just like your competitors’- and pretty much the same as it did 5 years ago.
Suggestion If the competition zigs, why not zag? You don’t have to use standard print formats for your brochure. Something as simple as changing the shape or size could be enough to get you to first base in the race for attention. Talk to your designer and print supplier – and don’t assume a non-standard specification has to cost lots more.
Problem #3 You’re distributing heaps of brochures, but not sure if you’re wasting your money, and effort.
Suggestion Make sure you incorporate a call to action. If you don’t ask the recipient to do anything, you’ll never know if they’ve read the message. It could be as simple as offering an ebook, online checklist or face to face consultation. Direct them to a specific page on your website, or ask them to call and quote a code. Then you’ll know exactly where the enquiry came from. And finally… When you think you’ve nailed it, don’t be afraid to get road test a sample before you push go on printing hundreds or thousands of brochures. Getting feedback from typical target customers and tweaking content and design in response could save you heaps in the long run.
