Do You Really Need a Brochure?
The phone rings. Good news... it's a potential client. You say, "Thanks for calling, I'll send you our brochure."
But what should you really be sending them?
I'm often asked to review brochures or asked about brochure design. But before I make any comments I always ask one question-
"Why do you think you need a brochure?"
Often there's an awkward silence before the answer comes. "Because we need one to send to customers."
Do you really need a brochure?
The desire to have a brochure is often automatic. But if you run a service business I suggest you consider all your options. The usual type of brochure that most businesses use may not be your best solution. Read on, and get a few ideas on why you might want to save your marketing money for something that really helps you.
When a potential customer contacts you it is an ideal opportunity to demonstrate your knowledge and understanding of your field. You can help your customer make a more informed decision about using your type of services. Remember, one of the critical factors in marketing your service business is to instil trust in you. Customers must first come to trust you and understand how you can help them before they will use you. Education is often the key.
The problem with most brochures is they are focused on 'what' the business does, or 'who' the people are, or 'where' the business is located. This is all good information but it won't help your customer to trust you. There's little educational value.
Keep in mind that your potential customer probably has other brochures from other firms that also talk about their "latest equipment", "highly trained staff", "years of experience" and "friendly customer service".
How do you send out the brochure?
Another factor to consider when deciding on whether you need a brochure is how you will send it out. Many firms send a covering letter with the brochure. In this letter they often say the same things as in the brochure, listing the services provided, pricing and contact details. So why do you need the brochure?
In many cases a personalised letter from the business owner will have more impact than a simple brochure. Plus, in the letter you can focus on the main issue for that particular customer, making an even stronger impression. Of course you can save time by using a template, so you don't need to completely re-write the letter each time. And as you would expect, a letter is much less expensive to produce than a brochure.
Be honest... how often do you sit down and fully read a brochure. You're not alone. Usually it's a quick scan, a brief look at any pictures, and drop in the bin (or the "to do later" pile).
Even large firms have trouble using brochures. One client of mine, a state office of a large engineering firm, doesn't like using its corporate brochure because it has too much of an international focus. They find the brochure doesn't address the needs of their clients.
What else can you do?
Marketing a service business requires a bit more thought than just placing pictures of your equipment, staff or premises in a brochure. Give potential customers a reason to trust you. Minimise their risk by giving them helpful information. Be different - most businesses don't do it!
If we think about building trust, there's a few ways we can go about it. Instead of the usual brochure, why not try one of the following:
- A checklist to help customers decide what they really need to do.
- Tips on how to minimise their need for your type of services.
- An impartial fact sheet on why the problem occurs, giving the customer some background on the issue.
- An information sheet on your business including client testimonials, success stories, case studies, and some history of the business. Remember to make it about customer benefits, not just about you.
- A reference list of associated information sources, so the customer can see how much there is to know about your field.
- If you offer a range of services, develop a series of information cards so you can send only the ones each customer wants. They'll look great with your cover letter!
- Some services (accountants come to mind) have lots of helpful data (such as tax and depreciation rates) that can be shown on a small pocket card or folder.
(Remember, all these items can be produced cost effectively on your letterhead, special paper or printed on coloured card. Even large firms can use the same concepts.)
At this point you might be thinking, "Great, I could put some helpful tips in my brochure." That's a good start. Please note, I'm not against using brochures. (After all, the definition of a brochure varies widely.) I'm just suggesting there is often a smarter way to use your communication opportunity.
And if you're worried that by giving your potential customers information, they won't want to use your services, then maybe you should think again. After all, as a customer, none of us want to pay for a service we don't really need.
Have courage.
Have the courage to tell your customers what they need to know. Give them a reason to trust your expertise. Reassure them that you have their best interests at heart.
And there are some great benefits from educating your customers. You'll find you face fewer customer complaints, and attract a better standard of client. Because you have shown integrity and given the customer information, they will trust you more and be less inclined to complain about trivial matters. Give it a go.
What's that I hear - you want me to send you some information. Sure. I'll send you a broch... oops... I mean one of our fact sheets.
(c) 2004 Stuart Ayling
Stuart Ayling runs Marketing Nous, an Australasian marketing consultancy that specialises in marketing for service businesses. He helps clients to improve their marketing tactics, attract more clients, and increase revenue. For additional marketing resources, including Stuart's popular monthly newsletter, visit his web site at www.marketingnous.com.au
 Google News Updated : Tue, 07 Oct 2008 02:49:07 GMT As Palin Brings Up Ayers, Obama Team Cites Keating - Washington Post
Washington Post - By Anne E. Kornblut and Michael Abramowitz The presidential campaign of Sen. Barack Obama for the first time criticized Sen. John McCain for his role in the "Keating Five" savings-and-loan scandal yesterday, saying the issue was fair game after a ... Video: AP Campaign Minute McCain ready for combat in 2nd presidential debate Publ.Date : Tue, 07 Oct 2008 02:17:08 GMT Plaxico Burress takes Giants to school with tired act - New York Daily News
New York Daily News - Plaxico Burress with his son after the Giants win Super Bowl 42. Burress will need to get his act together if the Giants are to repeat as champs. Burress Returns to Giants, With No Regrets Unapologetic Plaxico Burress returns to Giants Publ.Date : Tue, 07 Oct 2008 02:10:29 GMT China's Reputation On Product Safety Reaches a New Low - Washington Post
Washington Post - By Blaine Harden Even Burma -- where one of the world's most repressive and isolated military governments relies on trade with China -- has now warned its people to steer clear of all Chinese dairy products. Video: No Traces of Melamine in New Test of Milk Powder China vows overhaul of 'chaotic' milk industry Publ.Date : Tue, 07 Oct 2008 01:55:33 GMT Computer Chip to Monitor Teen Drivers - ABC News
ABC News - By LISA STARK, MATT HOSFORD and KATE BARRETT Car keys -- long perceived as the keys to teenagers' freedom -- may soon be the best way for parents to monitor their every move. Going Along on the Ride With Junior Ford: Key limits speed, stereo volume Publ.Date : Tue, 07 Oct 2008 01:16:34 GMT Three Europeans win the 2008 Nobel for medicine - International Herald Tribune
International Herald Tribune - By Lawrence K. Altman The Nobel Prize in Medicine was awarded Monday to three European scientists who discovered viruses behind two devastating illnesses, AIDS and cervical cancer. Aids and cervical cancer pioneers share Nobel award Nobel Prize to HPV Researcher Highlights Importance of Cervical ... Publ.Date : Tue, 07 Oct 2008 01:50:01 GMT Injury forces May-Treanor to sit out this 'Dancing' - USA Today
USA Today - By Bill Keveney, USA TODAY Two-time Olympic gold medalist Misty May-Treanor may be sidelined from ABC's Dancing With the Stars, but she says she won't let a leg injury suffered during rehearsals stop her from competing in beach volleyball. Misty May-Treanor drops out of ‘Dancing’ May-Treanor vows torn achilles won't end her volleyball career ... Publ.Date : Tue, 07 Oct 2008 02:09:39 GMT Rays roll over White Sox, punch ticket to ALCS - Sports Network
Sports Network - Chicago, IL (Sports Network) - BJ Upton hit two solo homers, and the Tampa Bay Rays defeated the Chicago White Sox, 6-2, to clinch their first berth in an American League Championship Series in franchise history. White Sox eliminated from post-season with Game 4 loss to Rays Rays Finish Off White Sox to Reach ALCS Publ.Date : Tue, 07 Oct 2008 02:14:13 GMT Amazon Associate Store |
PARLOT::Ebooks, Scripts,
Websites, and more... Hello everyone! Have you ever been curious about something, and... Read More It used to be if you were a small business,... Read More Direct Marketing works!Why? It works because it's personal. It carries... Read More 1.Evaluation of Existing Products / Therapies2.Assessment of New Products3.Market assessment... Read More Most entrepreneurs first write their business plan and then develop... Read More The idea that good design can improve how people perceive... Read More As a small business owner, you are grateful for all... Read More Staying ahead of the marketing curve seems to be a... Read More Your Web site should be the cornerstone of your client... Read More What is the single biggest fear of teenagers, business owners... Read More The Pitchers: SalesLet's say you have a new baseball team... Read More You could end up with poor results when designing a... Read More Volunteering your services can be an excellent way to form... Read More You can use great design and copy to get a... Read More Ok, before we get down to the benefits of... Read More Yesterday I was sitting on a train going into London... Read More Thirty percent of all the drinkable water that runs between... Read More I have always enjoyed talking to a Realtor friend of... Read More As a small business owner, you must always explore creative... Read More A recent issue of Entrepreneur magazine included a marketing story... Read More When it comes time to print your brand identity materials,... Read More Alright you've got yourself a nice website with a great... Read More Can you remember the last dozen advertising messages beamed at... Read More An inexpensive way to promote your services is to createvarious... Read More Everything you will ever need to know about internet marketing... Read More
Adsense
websites
The Biggest Needle In The Haystack
The Future of Marketing Part 1
Powerful Direct Marketing Numbers
Ten Effective Ways to Capture Market
Let Your Survey Write Your Business Plan
Design Does Matter
Are You Losing Business?
A Great Marketing Model ? Utilizing the Power of OPM
21 Must-Have Web Site Elements
Make Out Marketing
Teaming Up Marketing and Sales
Practical Advice to Generate Successful Campaigns Using Merged Lists
Nice Guys Finish First
Make Your Mailing a Home Run, Not a Strike Out!
8 BIG Benefits To Selling Big Ticket Items
Building Skills in Information Marketing will Boost Your Business
Stop Your Marketing Leaks
Testing Your Way To Prosperity
Getting the Maximum Marketing Mileage Out of Your Nametag
Why Do They Buy?
Digital Printing vs. Press Printing ? A Comparison Guide
10 Simple Ways to Boost Your Sales IMMIDIATELY!
4 Ways to Get a Prospects Attention Fast
10 Ways to Get Your Flyers Noticed
Learn How to Market Your eBusiness in Real Time: Dissect, Study, Emulate
Affordable and Reliable Web Hosting Starting at $4.49/Month
Create Your Own Rumors
A consultant new in the city asked me how I... Read More
Marketing Lessons From Apples iPod
Apple Computer just announced that their earnings from the last... Read More
Good Marketing is Like a Bad Habit
You know those bad habits we get. Like raiding the... Read More
Universal Principals That Guide Business Growth
Universal principals are those "self-evident" truths that have guided brilliant... Read More
The Top 10 Marketing Tools to Grow Your Business in 2004
Looking to grow your business? Make sure you have these... Read More
Ten Easy Marketing Tasks You Can Do NOW
Who says scientists can't market? Here are 10 easy marketing... Read More
Secret of Strategy - Part 1
A step-by-step guide to creating a growth strategy... Read More
Promote your Business and Products through Submitting Articles to Top Web Sites
Articles submitted to online publishers bring your site new visitors... Read More
The Real Path To Big Bucks On The Internet!
"Instead Of Wasting Time Trying To Hit The Lottery Of... Read More
Promotional Mugs: Become a Part of the Legendary Coffee Experience
When you want someone to like you, associate yourself with... Read More
Why Do They Buy?
A recent issue of Entrepreneur magazine included a marketing story... Read More
Itchin For Some Nichin
The whole idea of Niche Marketing is exciting! The possibilities... Read More
7 Great Ways to Market Yourself and Your Business to Help Increase Sales
Do you own a business and need ideas on how... Read More
Sowing and Growing Your Network
The N-word! We all know the value of networking and... Read More
Why Pay for Online Press Release Distribution?
We've all heard that "free advice is worth what you... Read More
Six Secrets to Creating Successful Tourism Marketing, Websites, Ads, Tradeshow Booths, & More
If you want to substantially increase your tourism prospects and... Read More
The Biggest Problem With Your Marketing Is...?
What is the biggest problem most marketers have? Who knows.... Read More
Low-Cost Marketing With Postcards
Here's a simple way you can generate lots of sales... Read More
10 Start Up Marketing Tips
This list has been compiled as a result of years... Read More
Renting Your Mailing Lists to Others
RESOLVING THE "PROPRIETARY" DILEMMA... SHOULD YOU RENT YOUR OWN MAILING... Read More
How To Recover Your Almost Customers
You'll always need to find new prospects for your business.... Read More
10 Surefire Ways to Add Sizzle to Your Brochures
Businesses rely on brochures as their front line in communicating... Read More
Choosing Networking Functions
Time is a concern for all of us. We only... Read More
Trade Show Exhibit Booth ? 7 Tips to Improve Yours
Once you have decided to participate in a trade show,... Read More
Marketing: Can I Trust You?
We live in an unprecedented era of communication. Because of... Read More
Marketing |