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The Mighty Marketing Brochure

"Brochure" is French, and it comes from brocher, meaning to stitch. According to The American Heritage Dictionary, a brochure is "a small booklet or pamphlet, often containing promotional material or product information."

Accurate, yes. And also incomplete.

For one thing, brochures aren't always small. Sometimes they're quite large. As for brochure contents, they vary greatly depending on the situation. A brochure definitely can be more than a pamphlet or small booklet, coming in all shapes, sizes and a range of folds.

While brochures are found practically everywhere -- used by businesses and organizations of all types and sizes -- they're not the answer to all communication needs. Nor are they obsolete due to the Web.

What Can a Brochure Do?

Actually, a lot. First, determine your purpose or objectives.

Will your brochure generate sales or leads? Fulfill inquiries, support the sales force or be displayed at the point of sale? Will you use your brochure as a direct-mail piece or a leave-behind?

The brochure can do one or all of the above with careful planning. Here are some more functions of the brochure:

*Provide product and service information


*Support trade shows and conventions


*Provide news (about products, services, company, industry)


*Build company identity


*Educate prospects and customers


What are you trying to accomplish? Once you decide, you're ready to start putting your brochure together.

What Goes in a Brochure?

Following are some common


subjects for three areas brochures cover most: products, services and corporate or organization capabilities.

*Introduction


*Products


*Services


*Features


*Benefits


*How It Works


*Markets/Audiences


*Applications


*Specifications


*Testimonials


*FAQ


*Company history


*Call to action


*Client list


*Mission statement or business philosophy


*Awards


*Contact info


Keep It Simple

Although a brochure can do a lot, keep it simple. Zero in on your audience and purpose, and the rest will fall into place. Consider the format, page size and how the brochure will fold. Decide on visuals, fonts, colors, paper stock and other design characteristics.

As for copy, put a strong headline on the cover. Capture the right tone, and make sure copy has a logical flow. As a rule, keep sections short, incorporating plenty of subheads.

It's always wise to include a call to action. What do you want people to do after they read the brochure? Finally, make sure you know how your brochure fits into your overall marketing program.

(c) 2005 Neil Sagebiel

About the author:

Neil Sagebiel is a veteran copywriter who has served clients such as Microsoft, The Seattle Times, Lucent Technologies, March of Dimes, Airborne Express and Unisys. To sign up for his FREE expert tips to help you write better and sell more, visit http://www.neilsagebiel.com.

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
Marketers depend on marketing research, both formal and informal, ... The next big thing is a concept in marketing that refers to a product or idea that ...
en.wikipedia.org
 
Marketing - Marketing Strategy - Marketing Plan - Marketing ...
Learn about marketing careers, the stages of developing a marketing plan, how to begin marketing research, create a marketing strategy, and how to market ...
marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
del.icio.us
 
ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
www.the-dma.org
 
 

 
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