Why have a brochure?
Today, 94.5% of Canadians have access to the internet. 74% of Canadians start every buying process by searching the internet, 20% rely on email and only 4% use traditional media in their decision making process. You don’t get more “traditional” than a brochure, so if only 4% of buyers use them why have one?
Marketing is a very complex discipline and statistics don’t give you the whole picture. In real life people use a mix of media to do their research and arrive at a buying decision. Just because 74% of people search, it doesn’t mean they would not use a brochure. Depending on your target audience, your brochure will carry more or less weight in the decision making process but it can never harm you if it is done right.
Your brochure is an overview of your company… a kind of “hard copy” website. To be effective it needs to share graphical elements, content, pictures and messages with your website so you project a consistent image/brand. It also needs to incorporate the same keywords used in your website. While it needs to share content, writing content for a brochure is different than for a website.
As with a website we need to follow some simple rules:
Understand your audience
The best way to find this out is to talk to your best customers. It doesn’t take a lot… 10 would give you a good sample. Either you can talk to them or we can. Before getting started creating your brochure, you make sure you understand your customers.
Why do they buy your product or service?
What benefits do they value?
What is the most important thing your product or service does for them?
Create the framework for your brochure
We use the acronym AIDA to guide us,” Attention, Interest, Desire and Action.”
To get their attention we lead with the benefit. We gain interest by giving examples. This builds desire and then we close with a call to action… “Call Now”, “Supply Limited”.
People, not products
People buy from people and this is especially true in the service industry, action pictures of you and your staff with customers are far more effective than pictures of your building or empty rooms.
Benefits, not features
Remember it is not about you or your business it is about your customer’s needs. To convert prospects into customers we address their needs and demonstrate the benefits of dealing with you through words and pictures.
Clear call to action
We make it easy to respond, call, email or walk in. Phone calls and emails can be tracked to measure the effectiveness of the brochure, and split tests can be done to try variations of the brochure to increase conversion rates.