Brochures

There are scores of different brochure styles but the most common ones are usually easy to recognize:
 
trifolds fit a standard #10 envelope or literature rack. They can have more than one page/six panels but usually don’t. Use them for those times when a little information is all that’s needed.
 
full-size (88.5″ x 11″) pages. Most have four to eight pages. Full-size brochures give you additional space to explain and show more than trifolds.
 
four page brochures are formed by folding an 11 x 17 inch piece of paper in half; eight page brochures consist of stapling two 11 x 17 inch pieces of paper in the middle and stapling them at the fold.
 
Use brochures…
 
as leave-behinds to remind a customer what was shared so they don’t have to take notes. Be sure your leave-behind lists your contact information.
 
for inquiry fulfillment when a prospect is “window shopping” to save you time and money until he or she decides to do business with you. Be sure the title of this kind of brochure is riveting and that it contains useful information. (Example: “How to Slash Your Pharmacy Bills by More than 50%”)
 
as direct mail to give your prospects the details they need to decide to do business with you. (You’ll include a sales letter with the brochure, of course.)
 
as a point of sale (POS) display so the public can take one home. Be sure your POS brochure has an attractive, riveting cover that compels visitors to pick it up. (Example: “I Was Astonished to Learn these Facts about _________”)
 
as an additional sales tool to act as a memory prompt while you’re presenting, to illustrate your sales pitch, and to add believability to your pitch.
 
There are three basic brochure types: product, service, company overview.
 
Your product brochure can throw a spotlight on a single product or a line of products. This brochure explains what your product (or line) is, how it’s made, what it’s made of, how it works, why it’s better than similar products, and which features it offers.
 
Your service brochure explains what your service is, why your target audience needs it, and how to contact you. If you have testimonials and facts to back up your claims, use them!
 
Persuasion is what separates a brochure from a booklet or pamphlet. A great brochure gives readers plenty of reasons to engage with you instead of accepting substitutes. Reasons often include quality, cost, efficiency, savings, and performance, and other attributes.
 

First things first: Do you even need a brochure?

Are customers asking for a brochure? Is your sales force? Are you selling to businesses or industries? Are you selling through agents? Are you running ads, sending out media releases, or using telemarketing to get leads? Are you using direct mail to generate leads? Is your product or services one that your prospects need  to ponder before making a decision to engage? Does your product or service have engaging visual features and benefits? Is your business brand new? Do you want to boost sales or build your image?”  If you answer “Yes” to any of these then yes, you need a brochure—and a copywriter that knows how to write them. Let’s talk!