Brochures as Sales Tools

Most brochures are a waste of money. They are typically self-focused "ego pieces" that do little to persuade potential customers. However, when done correctly, a brochure can be a powerful sales tool.

The Problem with Most Brochures

• Self-Focused: They focus on the company, its history, and its products, rather than on the customer's needs and problems.
• Lack of a Compelling Message: They often lack a clear and compelling message that grabs the reader's attention.
• Passive: They are often treated as passive leave-behinds, rather than active sales tools.

How to Create a Brochure that Sells

• Make it a Mini-"Core Story": Your brochure should be a condensed version of your core story.
• Educate the Customer: Use market data to educate the customer about their problems and the importance of your solution.
• Set Buying Criteria: Use the brochure to set the buying criteria in your favor.
• Turn Your Customer into a Salesperson: A good brochure can be a tool that your customer can use to sell your product to others in their organization.

A well-designed, educational brochure can be a powerful asset in your marketing arsenal.