Monthly Archives: April 2014

What Kind of Brochure Works Best for You?

Brochures are about as low-tech as you can ask for. They arent quite as prevalent as a business card. But, you can put so much more in the brochure than on a standard business card.

Kinds of Brochures

Is your brochure lead-generating, or is it more sales orientated? To be effective, it needs to be either one or the other. Services fit well in a lead-generating brochure. Products fit best in a sales brochure. Ideas? Well, those usually need more than a brochure to either present or sell.

Why do services fit well in lead-generating brochures?

For the most part, services such as contracting, retirement homes, non-profits, and yes, writing dont have specific prices. Services begin with  understanding of what you want, and then you receive a quoted price. (Got Donors? Want More Donors? for my sample of a lead-generating brochure.)

So, how does a product brochure work in sales?

A product is tangible. You can touch it, see it, use any or all of your five senses. As such, a specific price is attached to it. Do you need a robe? $49.99 and six different colors. How about the latest best-seller in hard-back? $32.95. Do you want to belong to a Fruit and Cheese of the Month club? $399.95. Its all tangible.

Can you combine them ?

Yes, but Do you really want to?

Plumbing is a service, and it has varying rates depending on what needs to be done. Lets say that Simon is a plumber. He puts his simple repair rate at $25/hour in a brochure. He gives out a hundred brochures.

For the next five months, he gets work directly from the brochure. He also gets referrals from satisfied customers. After nine months, hes getting more work from referrals than from the brochures. He raises his fees to $50/hour because hes in such demand. Another year goes by; he raises it again to $65.

Then, Brad calls. He still has the brochure from 21 months ago. It states that Simons rate is $25/hour. Brad is going to be irate when he hears that Simons rate is now $40 more! (The brochure didnt state an expiration date. It didnt state anything about fees changing without notice.) What usually happens?

Accusations of bait-and-switch! No sale for the plumber unless he wants to honor the fee in the outdated brochure. Poor review if he doesnt honor it. Poor review if he does honor it, but also tells the client that the fee rose in those months. Worse, Brad will probably call the Attorney General to report Simon.

Not fair, I know. But, it happens. It happens a lot!

So, yes, you can combine the brochure into a lead-generating and sales-orientated piece. I wouldnt recommend it.

For a sample of a lead-generating brochure: Got Donors? Want More Donors?

For a sample of a sales-orientated brochure: Magic_Makeup_ Brochure

What do you think is a good example of a lead-generating brochure that youve seen recently? How about an example of a sales-orientated one? Let me hear from you!