Creating an Effective Brochure
There are so many ways to advertise a small business. Creating a brochure is just one of the many ways you can advertise. Today, we’re going to look at how you can create an effective brochure so that you can drive more people into your business.
Let’s determine the type of brochure first – The first thing we want to do is determine what kind of brochure you’re going to want. With some many sizes on the market, you’re going to have to sit back and look at how you’re going to advertise them. Are you going to direct mail them? Are you going to let customers request one from you? Are you going to just lay them in your store? Depending on how you will distribute them will determine how much you’ll pay. Let me explain a little bit.
Let’s say you want to create a brochure for those that are in interested in your business. These are the best potential customers you can have because they are truly interested in your services. When you’re going to distribute brochures like this, you’ll want to create the best brochure around. You’ll want the fancy artwork, the glossy interface, etc. But if you’re going to direct mail these brochures, you may want to stick to something simple because you can only rely on a 3-5% conversion rate. Unlike having a direct customer, your conversion rate will be much higher.
Gather the information- A brochure is going to be the gateway to your success. The nice thing about a brochure is that you can cram as much information as possible for the prospective client, so you’re going to want to start with the cover. On the cover, you’re going to want the customer itching for more. You want them to open the brochure to read more. If you have nothing interesting on the cover, it’s not going to convert. Let’s use an example –
Let’s say you’re going to run a landscaping business. On the cover, you can keep it simple. You could include your logo and a little slogan such as “Affordable landscaping at your service.”, etc. Be creative! The whole goal here is to have the client open up the brochure.
Once inside, you’ll want to jam it with information. Don’t clutter but lay it out nicely. On the second page, you could list the services you offer such as lawn mowing, cleanup, planting, etc. The next page, you could show some photos of previous work. You’ll want to make the client feel comfortable with you. No one wants to work with a stranger with no track record and I don’t blame them.
On the other pages, you could show before and after and list some steps you took in order to provide them with that particular service. You want to sell your services and pictures will work wonders! A brochure without pictures is pretty lame.
Once you get to the back page, you can simply list all of your contact information. List every way they can contact you from e-mail to a phone number. The more options you have, the better off you are.
Start drafting – Now that you have the idea on how to design your brochure, start rough drafting it on paper. If you need professional help such as graphic arts, etc, I would recommend you do so. You can find a lot of great services out there for a very reasonable price.
Getting it developed – A lot of the times, the place you work with will most likely help you develop it. Make sure that you do some price comparison before you choose one company. You’ll find a pretty big difference between some companies. Generally, the more you buy, the cheaper it’s going to be.
Once you get your brochures developed, it’s up to you to distribute them the way you want to. From direct mailing to keeping them on your counter. Brochures are a great way to advertise your business. Prospective clients always love a book filled with tons of information and this is exactly what a brochure can do.
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