Every Business Needs a Brochure

Every Business Needs a Brochure

Although many business owners see digital marketing as the most important revenue-generating marketing activity, it’s still not time to discount trusted analog materials.

Analog materials, those that you actually hold in your hand, are an important and effective tool to keep in your marketing toolkit. Why? Because every savvy business owner understands the value of interacting with possible customers (and existing ones!) however they prefer, and many still prefer, print. And even if they don’t, your sales team can still use a digital version of the brochure.

Because printed materials are still an important part of the marketing efforts in the tech industry, we’re going to dedicate a few blog posts to help you put together a great print marketing kit. Let’s start off with brochures.

Print Materials Every Business Should Have – Brochures

If you can only have one printed asset (besides your business card) to promote your business, let it be a brochure. A brochure is a printed snapshot of your business. It includes a short description of your business, your product and/or services, what you offer that your competitors don’t, contact info and a few quality images.

A brochure needs to be visually compelling. In addition to having quality images (preferably ones of your products and/or services taken by a professional photographer), the design should align with the rest of your branding pieces such as your logo, website, etc. Hire a designer to help you with a brochure, this is not the item you want to put together yourself in a Word Doc or Paint, or any other “design” app that’s pre-installed in your computer. Trust your marketing agency to do this for you. Not only will it look a lot better, it’ll be much more strategic to your messaging and target.

The copy should be short, to the point and highlight your unique selling proposition or social pitch. The saying here should be “tell, don’t sell”. Avoid using marketing jargon and pompous adjectives, people want information, not a sales push.

Other things to consider including in your brochure are:

  • How you do business – a simple 1, 2, 3 will help people visualize how to do business with you and set their expectations.
  • Testimonials – customer feedback or blurbs about your company are imperative, as it gives a ‘third party endorsement’ of your product.
  • Levels – if you have different versions of the same product and/or service, you can present what you offer in each level.
  • Contact info – website, phone number, email, address. You’ll be surprised at how many businesses overlook this simple detail.

Don’t overthink your brochure to a point you can’t finish it. A brochure is an incremental asset to your brand. It’s best to have something you can improve over time rather than nothing at all. So, don’t go out and print too many copies of your brochure, do a small run and test it out with some of your trusted colleagues. Their frank feedback will help you refine the messaging. Then, once you’ve used it a few times, you’ll get additional feedback that generates more refinements.

Trust us, you need a brochure. Your sales team will appreciate it.

Although many business owners see digital marketing as the most important revenue-generating marketing activity, it’s still not time to discount trusted analog materials.

Analog materials, those that you actually hold in your hand, are an important and effective tool to keep in your marketing toolkit. Why? Because every savvy business owner understands the value of interacting with possible customers (and existing ones!) however they prefer, and many still prefer, print. And even if they don’t, your sales team can still use a digital version of the brochure.

Because printed materials are still an important part of the marketing efforts in the tech industry, we’re going to dedicate a few blog posts to help you put together a great print marketing kit. Let’s start off with brochures.

Print Materials Every Business Should Have – Brochures

If you can only have one printed asset (besides your business card) to promote your business, let it be a brochure. A brochure is a printed snapshot of your business. It includes a short description of your business, your product and/or services, what you offer that your competitors don’t, contact info and a few quality images.

A brochure needs to be visually compelling. In addition to having quality images (preferably ones of your products and/or services taken by a professional photographer), the design should align with the rest of your branding pieces such as your logo, website, etc. Hire a designer to help you with a brochure, this is not the item you want to put together yourself in a Word Doc or Paint, or any other “design” app that’s pre-installed in your computer. Trust your marketing agency to do this for you. Not only will it look a lot better, it’ll be much more strategic to your messaging and target.

The copy should be short, to the point and highlight your unique selling proposition or social pitch. The saying here should be “tell, don’t sell”. Avoid using marketing jargon and pompous adjectives, people want information, not a sales push.

Other things to consider including in your brochure are:

  • How you do business – a simple 1, 2, 3 will help people visualize how to do business with you and set their expectations.
  • Testimonials – customer feedback or blurbs about your company are imperative, as it gives a ‘third party endorsement’ of your product.
  • Levels – if you have different versions of the same product and/or service, you can present what you offer in each level.
  • Contact info – website, phone number, email, address. You’ll be surprised at how many businesses overlook this simple detail.

Don’t overthink this. You NEED a brochure. It’s best to have something you can improve over time rather than nothing at all. So, don’t go out and print a gazillion copies of your brochure, do a small run and test it out with some of your trusted colleagues. Their frank feedback will help you refine the messaging. Then, once you’ve used it a few times, you’ll get additional feedback that generates more refinements.

Trust us, you need a brochure. Your sales team will appreciate it.

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