Many people have the misperception that brochures are obsolete thanks to the continually advancing technology we have today. This is not the case. Brochures play a vital part of getting your story out there.
The first three characteristics could be described as what good brochures do.
1. They introduce.
Chances are your reader has never heard of you, or your company, or your products or services, or how any of this stands out from your competitors. A well-written brochure can address these issues. When your reader finishes with your brochure, he will know what you’re all about.
2. They inform.
Many years ago, Shell prepared a series of booklets that addressed car care issues—how often to change your oil, how to check the treads on your tires, how to get better gas mileage, and so on. The booklets did not overtly advertise Shell, but they helped establish the company as a helpful resource for motorists who wanted to get better performance from their automobiles.
Brochures can and do serve the same purpose. Your reader has an issue. A well-written brochure can help your reader solve the problem. It may or may not overtly advertise your products and services, but it can help put your company in a better position for the reader’s future business.
3. They persuade.
Like a sales pitch, brochures have a call to action—say what you want the reader to do. Perhaps you want the reader to complete and return the form for a free booklet or report. Perhaps you want the reader to attend your seminar, visit your web site, try your product or service, or visit your store.
The last two characteristics could be described as how good brochures do these things.
4. They are complete.
Often you have much more information about a topic than you could put in a standard, tri-fold brochure. That’s fine. Summarize your main points and then ask the reader to contact your company for more information about how to do something. Such brochures qualify your prospects, which makes for a helpful start in the sales process.
5. They are consistent.
Brochures—presuming you have a set of them—must be consistent in tone and basic message.
Brochures play a part of your overall communications strategy. Regardless of how you are reaching out to your readers, it’s important that the tone and content of your message are consistent.
It shouldn’t matter whether your reader is visiting your web site, watching or listening to your messages, or reading your documentation—the reader should be reading, seeing, and hearing the same message. Brochures fit into this overall strategy as well.
