9 Tips For An EFFECTIVE BROCHURE

Summary

In this marketing tip, Mark Hale emphasizes the importance of purpose-driven brochures that avoid excessive text and jargon. He suggests focusing on the problems that products solve rather than listing services, highlighting the need for concise, engaging content. Hale advises hiring professionals for design to ensure effectiveness and encourages distributing brochures proactively, rather than letting them sit unused. He warns against clichés and industry terminology, stressing that brochures should answer potential customers' questions and be presented from their perspective. This approach enhances the chances of motivating customers to engage with the offerings.

Takeaways

• 😀 Define the purpose of your brochure clearly to achieve specific goals.
• 📜 Avoid overwhelming readers with long lists of products or services.
• 📝 Keep copy concise by using bullet points and short phrases.
• 🔧 Highlight the benefits of your products as solutions to customer problems.
• 🎨 Consider hiring a professional designer for a high-quality brochure.
• 👀 Create the brochure from the reader's perspective, anticipating their questions.
• 🚫 Avoid clichés to maintain engagement and originality.
• 📚 Simplify language and avoid industry jargon that may confuse readers.
• 📤 Actively distribute your brochures instead of letting them sit unused.
• ❓ Encourage readers to reach out with questions to prompt further engagement.

Q & A

What is the main purpose of creating a brochure?

The main purpose of a brochure is to effectively communicate the company's offerings, whether to sell a product, introduce services, or convey a specific message to potential customers.

Why should companies avoid lengthy lists in brochures?

Lengthy lists can overwhelm readers and detract from the main message, leading to disinterest and ineffective communication.

What is meant by presenting products in light of the problems they solve?

Products should be highlighted based on how they address customer needs or solve specific problems, rather than just listing features.

Why is it important to use concise language in brochures?

Concise language helps capture and maintain the reader's attention in a fast-paced society where people prefer quick, digestible information.

What role does professional design play in brochure effectiveness?

Professional design ensures that the brochure is visually appealing and effectively communicates the intended message, avoiding the pitfalls of amateurish design.

How should brochures be tailored to the reader's perspective?

Brochures should be designed by considering the reader's questions and needs, ensuring that the content answers their inquiries and engages their interest.

What clichés should be avoided in brochure content?

Clichés like 'conveniently located' or 'in business for 50 years' should be avoided as they can make the brochure feel generic and uninteresting.

How can jargon negatively impact brochure effectiveness?

Using industry jargon without explanation can confuse readers, causing them to disengage rather than understand the value of the offerings.

What are some effective ways to distribute brochures?

Brochures can be distributed through various channels, such as including them in invoices, having salespeople hand them out, or placing them in high-traffic areas.

What additional support can companies seek when creating a brochure?

Companies can seek help from graphic designers for layout and design, as well as marketing professionals for effective copywriting.