Brochure Marketing Excellence: 

Are you using all 3 types of brochures in your marketing?

By Blair Cariss

Brochures are one of those things we print a lot of here at Cariss Printing. Looking through all the different approaches our clients use gives us lots to compare and contrast – fresh ideas and recommendations we can make to our other clients – so that they can be more effective.

Pay careful attention to layout – utilising different panels and folds – mean that you can transform what is in effect a bland old A3 or A4 page and turn a humble brochure into something that grabs attention and stands out from a stack of your competition’s flat pages.

On top of that, make sure that you are using all three of the most common types of brochures – all have different goals and many clients only utilise one or perhaps two at the most.

A brochure’s job is to give a client the information they need to make a decision (which is hopefully to buy from you). All three types of brochure are usually needed in order to achieve this.

Brochure Type #1: Product/Service Brochures.

This is the most common type of brochure we print. It outlines the features and benefits of a given product or service for a business. Not sexy but essential for many businesses. To get the most out of these be sure that you have one for every product and service that you offer. Nothing more awkward than having to explain to a potential customer that you haven’t got a brochure for the product or service that they want. Especially when they have a handful of other product or service brochures.

Brochure Type #2: The Company Brochure

A good solid company brochure is essential especially for impressing new clients – they want to know about their ‘supplier.’ They want to know who they are entering into a relationship with. So rather than relying on sales people to deliver the message they think is best – you need to be creating a company brochure to relay the EXACT message that you want to your prospective clients – so that your company is viewed favourably by them.

Brochure Type #3: Staff/Professional Brochures

Especially in a professional services business, the customer needs to buy ‘the person’ before they will ever do business with the company. Create brochures for individual team members, making your staff appear important in the eyes of the customer. They are meeting someone that your business feels is important enough to produce sales literature about.

Of course brochures aren’t limited to these three types. Depending on your business brochures may take shape as a restaurant menu, beauty service and price list, a mini catalogue, membership forms or even a newsletter.

The clients who seem to be selling more are the ones who have a complete set of brochures outlining all of their products, services, their company and their key staff. To get help putting your brochures together call 1300 85 77 85 or email me direct blair@carissprinting.com.au