Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Improve Your Brochure In 7 Simple Steps

By Andy Scherer

Andy Scherer also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

Improve Your Brochure In 7 Simple Steps Blog Feature

 

Whether you are a company solely based online or have a brick and mortar business (or a combination of both), it is extraordinarily important to include a marketing brochure and other print materials within your specific marketing plan.  However, just because you produce a self-proclaimed masterpiece of a brochure and

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

you efficiently distribute the material to your target audience, there is still no guarantee that they will open the brochure let alone keep it long enough for you to make a sale.


Until now, that is!  Not only can you create a self-proclaimed masterpiece, but you can also create a brochure that your audience will keep by following this simple 7 step process.  I guarantee  that you will experience a higher percentage of people using, keeping, and spreading around the great brochure that you produce.



    1. Understand Your Audience -- Stop! Before you start writing any amount of copy for the brochure it is unspeakably important to fully understand your target audience.  Ask yourself these quick questions: (1) Who is your target client?,  (2) What will they want to see in their brochure?, and (3) What information do they need before they make a purchase?  Not only are they questions that you need to know as a business owner or marketing agent, but the answers to these questions are the keys to your content and the drive for your focus.

    1. Start With a Cover -- After you answer your clientele questions, the next step is to design a groundbreaking front page.  I truly cannot stress how important the cover is to your overall marketing goals; it is the one aspect that can make or break your sale as it is the foremost perspective with which you provide audience.  The bottom line is that you need to seduce the readers to open your brochure by providing them with key benefit statements, great graphic and descriptive images, or thought-provoking tag-line that will elicit a "buying behavior" (i.e. opening the front cover or calling your company).

    1. Build the Table of Contents -- When your reader opens the brochure they already have a preconceived notion of the information for which they are searching.  They want to get to that information as soon as they can, and the table of contents will help them accomplish that goal.  If they have to fumble around through pages for their desired information, you will lose the sale.  Along with this, don't just use the generic "Introduction" or the product/service that you are selling for the title.  Instead, utilize a benefit of that product or service, or your key sales point.

    1. Promote Your Product -- As easy as this sounds, promoting your products and/or services require a little more work than what everyone perceives.  That said, list each benefit of the specific product, and also list the features of the product.  You want to utilize the top 5 benefits in the description, and the top 2 features associated with the product(s).  The key is to outline the aspects that will improve your client's life.

    1. Construct a Reference Guide -- Not only do you want the audience to open the cover and read through the material, but you also want them to keep the brochure.  In order to do this, build the brochure with significantly useful and pertinent information that they cannot go without.  This simple step will also help make your brochure into a piece of viral marketing as the audience will feel compelled to share the information they learned in the brochure.

    1. The Sky is the Limit -- This is not for the faint of heart that only want to think inside the box; make your brochure a conversation piece.  In other words, you want your brochure to be on their main coffee table for everyone to see when they walk into your client's home.  That said, create a unique shape and/or design for the print medium.  I have seen outstanding brochures for real estate which are in the shape of a house or a key, but I have also seen some real estate brochures that are plain and simple on regular sized paper.  Personally, I will keep the innovative design over the simple design any day of the week.

    1. Set The Mood -- No, we are not talking about dimming the lights or turning on soft music.  However, we are talking about using detailed descriptions throughout your copy.  Let the audience feel what they will experience when they use your product or service.  As a writer, I would suggest writing the content first, then going through a full edit after a 2 day hiatus from the material, and finally conduct a conclusive edit which adds a bit more description than you already have in the copy.  This will ensure that you have accurate grammar and are taking advantage of each emotional opportunity throughout your reading.


In general, a brochure should be a fantastic marketing tool for all companies.  However, it sometimes turns into a tremendous cause of stress for a significant number of businesses.  Slow down, and remember that you have this guide to refer to, and you have the IMPACT team ready to respond to your questions and comments.  So, make sure you know your clientele, design a killer cover, organize your table of contents, descriptively promote your products, implement indispensable information, be creative with your print medium, and set a serene atmosphere with your verbiage.  If you follow these simple steps you will be well on your way to improving your brochure and creating a significant piece of marketing material which will positively impact your revenue.


Need Help?


If graphic design is something that you are interested in but don't know how to get started, contact us today to schedule your free marketing analysis.


Sources:

“The Essential Step-by-Step Guide to Internet Marketing”-E-Book

SlideShare.net

Image Source: HubSpot, “The 2011 State of Inbound Marketing”, E-Marketer.com

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Marketing Strategy
Published on September 22, 2010

Recent Articles

Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read