Better Read Than Dead (In The Water).
Tips For Creating A Brochure That Reaches Its Target

Marketing to Generation X
March 16, 2000 6:00 - 8:00pm
Why are they so different?
What do they want?
What gets their attention?
We know and would love to tell you!

Guest moderator - Michael Blackstone - President of The Gen-X Press

Call 410-309-9686 to register or for the information packet

Better Read Than Dead (In The Water).
Tips For Creating A Brochure That Reaches Its Target

Just about every company or organization uses a brochure or pamphlet as a marketing tool. Some are effective and attract new clientele. Some miss their mark, and, if you'll pardon the cliché, aren't worth the paper they're printed on (which, by the way, can be expensive).

Those that aren't effective business generators were not created according to the few basic but simple steps that would make them irresistible, well at least, attractive to prospects. But fear not, we'll reveal all so the next piece of marketing literature you produce will get read.

Design It With Your Prospects In Mind

As with any marketing, it is important to know your target audience. So the first thing you need to determine is who the products or services you are featuring in the brochure appeal to. Knowing the demographics of your targeted audience will help you decide how to design and produce your brochure.

For example, if your products or services are primarily geared toward Generation X, design a flashy, attention-grabbing brochure that will capture their interest. Make sure the graphics and print literally 'pop out' at the reader.

Another audience might require a different treatment. It all depends on who you target. Once you've determined your audience and what type of brochure design would be most appealing, you can decide whether the brochure should be professionally created or a project you can design yourself. Weigh this decision carefully. A do-it-yourself design may be less expensive, but if it's not in keeping with your products, services or company image, it could hinder sales. Conversely, an expensive or overly-designed brochure could be just as detrimental for a 'no frills' type of product.

The Cover Catches Their Eye

Political consultants talk about staying on message. The same is true for the front cover of your brochure. It's the most important element. It is what the consumer sees first. If it doesn't grab his or her attention, it will almost never get picked up or opened, and there goes your sale.

In addition to having the appropriate design and message, be sure the front cover clearly states the name of your company and gives consumers an idea about the type of business you provide. You don't want them guessing at this point. Consumers can quickly learn what they need through a simple statement or an easily identifiable symbol. In short, keep the front cover simple and direct.

The Inside Reels Them In

Once you've grabbed their attention, use the inside pages to convince them. You could include testimonials, descriptions of your product, or even a simple bullet-listing of the services or products you offer. Don't overload the brochure with price listings and technical information. It could deter business and limit the shelf life of your material. If you include pricing, for instance, the brochure would become outdated as soon as you make a price change. Also, listing prices limits your flexibility if you conduct cost negotiations with particular clients or in particular situations.

The Back Displays Contact Information

The back of your brochure should list complete contact information: your company name; a specific contact person (if there is one); street address; phone and fax numbers; and web address. It's also a good idea to design the back cover as a self mailer with space where you can hand address it or attach a label. That way, you always have the option of mailing the brochure as part of your marketing.

Your brochure should be a versatile marketing item. If you follow these basic suggestions and throw in a little creative design, you will get some good exposure and your business will grow!