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Return To Brochures Article Archive   Search the Article Archives Why A Brochure? By William Allen Why A Brochure? Almost every organization uses some type of brochure. Businesses have brochures they make available in their lobby. Museums use brochures to provide detailed information on specific exhibits. Producers of goods and services need brochures to sell their products to potential customers. Almost every company produces brochures, and some do more than one each year. One major manufacturer counted all the brochures it did in a 12-month period and found the total to be over 75! What should a brochure look like? If its a full-size brochure, with a page size of approximately 7 by 10 inches, the page will not be solid text, but text mixed with graphics. Copy length is around 400 words a page. Some brochures are not full sized and are designed to fold and fit into a no. 10 business envelope. They should be made by folding a letter or legal-size piece of paper two or three times vertical to fit the envelope or display rack. These types of brochures are known as 'slim jims.' Where does a brochure fit into the Buying Process? Most products that require a brochure are seldom sold in a single step. Thousands of other products and services require several meetings or contacts between buyer and seller before the sale is closed. For most of these products and services, a brochure comes in somewhere between initial contact and final sale. But where? Do you present the brochure to the uninformed buyer who shows initial interest in the product? Or do you use the brochure to answer questions and build credibility as you get closer to the sale? The answer is: It depends on the advertisers individual approach, the market, and the product. Some advertisers might even use a series of brochures to guide the buyer through the steps of the buying process. Here are some of the ways brochures can fit into the buying process: Leave-Behinds. This is a brochure you leave with a potential customer after a meeting. It should contain a complete description of the product and its benefits and should summarize your sales pitch. Point-of-sale literature. A travel agents office, for example, contains racks of brightly colored pamphlets on faraway places. You want toe Point-of-sale brochure to make an instant impact. You want a passerby to stop, pick up, and keep the brochure. Therefore it should have a catchy headline and visual. To respond to inquiries. A brochure can simply be used to give more information about your product to a potential customer who makes an inquiry. The person making the inquiry became interested in you through your advertising, publicity, or referral, and represents a 'hot' sales lead--someone much more likely to buy than a prospect In direct mail. Brochures are used to add information to direct-mail packages. The sales letter does the selling; the brochure provides additional sales points, lists technical features, and contains photos and drawings of the product ho has not contacted you. As a sales support tool. Many products--hospital supplies, office equipment, life insurance, industrial equipment-- are sold by salespeople who visit the prospect at his home or office. These salespeople use brochures as selling aids in their sales pitches (and also as leave-behinds). Such brochures have large pages, big illustrations, and bold headlines and subheads that lead the salesperson and prospect through the pitch. Sometimes, a standard product brochure is adapted for use as a sales aid and printed as separate panels in a three-ring binder or self-standing easel that sits on the prospects desk. Whatever your application--leave-behind, point-of-sale, direct mail, sales support--the best brochures contain just the right amount of product information and sales pitch to lead the prospect from one step of the buying process to the next. About the Author: None

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