Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e. they give evidence that you or your company have the wherewithal in personnel, capital, clout and expertise to perform the services you say you can perform or deliver the product you're selling. They are usually 3 or 4 panel affairs, printed on glossy paper, and featuring nice graphics or photographs. Think of company brochures as a resume for your business...Thus they are part of your "collateral" package.

But do you need a company brochure? Producing a company brochure is often time-consuming and expensive. The money and effort spent creating a company brochure may be better used on another marketing method.

Four questions to help you decide if you need a company brochure:

1. Do your competitors use company brochures?

That doesn't mean your biggest competition printed a brochure in 1992 and still have 1000 copies sitting around their office in dusty boxes. If you see your competitor's brochure when you make calls to potential clients, if they're mailing them out to your target area, handing them out at association meeting, etc., then you need one, too.

2. Do your clients ask for one?

If your clients expect a company brochure, then you should have one available. The more costly the service or product you provide, the longer the buying process will take your customer. Brochures and accompanying sales literature are often passed up the decision-making chain along with the purchase order. They are a way for the purchasing agent/buyer to back up their choice of vendor and product.

3. Is your service or product something visual?

If you're a graphic designer, photographer, kitchen remodeler, lighting consultant or if you have an aesthetic product, then you probably need a brochure. People will want to see examples. A company brochure is a good place to showcase your best work. If your selling stainless-steel wingnuts, then the customer will probably be more interested in a product sheet.

4. Is your service or product very complex, unusual or very specific? If your product or service is complicated or rare, you may need a company brochure to explain what you're selling and why. For instance, if your company provides second-tier program management for subgrantees, you are going to need to explain your company to potential clients. If you're a French restaurant owner, you won't need a company brochure (but give out menus).

Segarin Monk is a marketing specialist promoting social betterment programs for governments and non-profit organizations. He believes in high-integrity, pass-it-on, pay-it-forward marketing. See more articles from this author at: http://marketingyogi.blogspot.com/

In The News:

A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report
Pittsburgh ad agency enters Baltimore  Pittsburgh Business Times

Why Your Ads Aren?t Working

The president of a manufacturing company recently asked me, "Why... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Power Headlines for Promotion Success

Do you send email to your Online audience to let... Read More

The First UK Man To Become a Human Billboard an Interview

Advertising on humans using tattoos is rapidly kind of freak... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Custom LED Display

Custom LED Display, as the name specifies, facilitate control anything... Read More

Advertising Basics for Beginners

So many of us who have decided to do business... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

Brochures - The Ultimate Sales Tool

"How brochures can help you stand out from the competition,... Read More

Testing Headlines

A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More

7 Tips for Better Ads

The content of advertising is basically the same no matter... Read More

The Online Equivalent of an Effective Newspaper Advertisement is FREE

Ask anybody who has been in business for a long... Read More

Is there anything new under the sun? Heres how to find out if your bright idea is unique.

"There's nothing new under the sun" is probably the... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More

Double Your Sales Potential With Double-sided Business Cards

Swapping business cards is one of the most basic and... Read More

Raising Funds For Your Nonprofit Using An Annual Direct Mail Program

A good annual direct mail solicitation program can produce unrestrictive... Read More

B2B Marketing Health and Elder Care Services

Quality Care Options is an established company advocating for the... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More

How to Write Ads that Pull Orders

If your ads aren't paying off then you need this... Read More

Electronic Display Boards

Electronic display boards signify high priority messaging, allowing you to... Read More

Send em to the White Pages

Your business is listed in the Yellow Pages whether you... Read More

Worn Out Brochure Design Is Keeping Small Business Owners Down

I got another one of those calls the other day...Can... Read More

The SKINNY on Newspaper Advertising

The SKINNY on NewspapersUsing the paper is considered gospel by... Read More