In This Electronic Age, Do You Really Need a Brochure for Your Business?

sample_brochureDo you really need a brochure?

Yes, if you ever attend a business networking event with more than 10 people attending and you are not the only one in your business category. You don’t necessarily need to carry them with you, though. As you exchange business cards, ask if the person would like to know more about your business. You can then mail them a brochure when you return to your office, which has the added benefit of bringing you to mind in a couple more days. Use this opportunity to put a post-it note on the brochure with a quick note, saying you enjoyed meeting them and look forward to working with them soon.

You also need a brochure if your company name is like mine, Strohm Consulting. I need a brochure to list all the things we do. The branch manager at a local bank, probably has less need for a brochure.

Brochure Basics

Here are some things to consider when creating your brochure, whether you are a do-it-yourselfer or you are having someone else help you.

What type of brochure fits your needs the best?

If you are going to mail them, they will need to fit the envelope. If they are going to be in a display tray, they need to be sized for that as well. If they are going to be mailed without an envelope, you’ll need to design a place to put the address on one side. If your intention is to include a premium or sample, then you can use the entire space available.

When possible, keep the brochure to one sheet of paper. Anything more than that is likely to not be read. Work at being concise with your words. Here’s where a professional can be of the most value. Also make sure you are writing to your audience, which means you’ll want to use little, if any, jargon and abbreviations that are not generally recognized. by the general public, your audience.

What should you include in your brochure?

First of all, don’t be afraid of white space. You don’t need to fill up every nook and cranny with text. Find a couple of pictures, use your logo, a picture of yourself or your facility are great things to include.

Write brief paragraphs about your business: Who you are, what you do, where you are located, when you are open for business, why should someone use you and how do people contact you. Also include any licenses you hold that are essential to your business and industry awards or certifications that you have earned, if there is room.

Now that you have all of that, organize it so it fits the brochure in an eye-appealing manner. Try not to have too much information overlapping columns. Your potential customer will appreciate the organization of your information.

Glossy paper or Matte?

That’s a matter of personal preference. However, if your brochure has a picture of YOU, go for the glossy. It just looks better. Which ever you decide, use a professional printer to get the best quality. You’ll be surprised at the quality of the cheaper “big box” office stores. If you have a color printer, print off one copy, then take the electronic file (on a thumb drive) to the store and see if they do a better job.

Now you have a great marketing piece. Check back here next week for the last piece: Websites!