Print Collateral: Brochures

In this new age of web sites and email newsletters, it might seem that print collateral has gone the way of the Dodo. But many businesses still find a need for brochures as a part of their sales process. And knowing where the brochure fits in your sales process is one of the first things you need to determine.

How could you use your brochure or other print marketing collateral? You could send it as a reponse to inquiries, put it in a stand alone display where potential customers will see it, leave it behind after an initial sales call or meeting or use it as a first contact direct response mailer. All of these are viable ways to use your print collatera, you just have to figure out which is right for your business.

Headlines

The outside of your brochure is usually meant to get someones attention. In most cases, a potential customer will come across your print brochure when they aren't expecting it. So think carefully about your target audience and use your product or service benefits to create a headline that will get their attention and show them what's in it for them.

Emotional Appeal

It's basic human nature that we are hardwired to respond emotionally to messages we see and hear. Be careful not to misunderstand the use of emotional appeal, however. If you use it to manipulate your audience, they will see right through you. Instead, find the emotional reasons your customers need the product or service you offer. Are you solving a problem they have? Are you fulfilling their desire for improvement? Whatever the emotional appeal is, you must always back it up with testimonials, facts and figures to allow the customer to "rationalize" the purchase with their significant other - or even with themselves.

Call To Action

Last, but definitely not least, give your customers a call to action so they know what you want them to do next. Any brochure or other print collateral that leaves a customer wondering what to do next is a waste of paper. Include your critical contact information and how the customer should use it. Any limited time offers or special discounts create a natural call to action. But you still can't forget to spell it out for them.

If you keep these major components in mind, you will create print collateral and brochures that will become some of the best sales people you'll ever have.