Having a quality brochure makes a positive impression on a potential customer. It gives the appearance that you�re serious about your business.

And it may give you an advantage over competitors who don�t use brochures.

Printing technology has made big advancements in the last decade, including high speed, high-resolution color photocopiers and laser printers.

This has reduced the need for using printing presses and allows you to print small quantities with less expense. If you�re printing only a few hundred brochures, this is the way to go.

If you�re printing in the thousands, you may find it more economical to use a printing press. Your per unit cost can drop significantly.

But print production, especially involving color, is a complex subject and ignorance can be costly.

�The most important thing a business person should do is ask a lot of questions,� says Phil Lewis of Vancouver�s Generation Printing.

�Many small businesses try to design their own brochures without consulting with a printer or graphic designer. They don�t understand that what you see on your computer screen isn�t necessarily what�s going to be printed. Inevitably, we end up having to fix many of the customer�s mistakes and charging for it. If they had consulted us before they started designing, we could�ve saved them time and money.�

With thirty years experience as a prepress production specialist and sales rep, Lewis has these suggestions when creating a brochure:

<Hire a graphic designer. It�ll cost you more up front, but it�ll give your brochure a more professional look and that gives your customers� confidence. Shop around. Contact at least three designers and ask to see samples of their work. Get quotes and compare. >Know your market. Would a glossy, color brochure make that much difference to your target market? If you�re selling financial services to wealthy investors, then appearance counts. But for most small businesses, it�s not worth the extra cost.

<If you can�t afford to hire a designer and are creating the brochure yourself, ask questions before you prepare a computer file for printing. Does the printer want the source file or a portable document file (pdf)? Do you need to include fonts and linked graphics? If you�re going to create a pdf, be clear what options the printer wants you to select before creating it.

BROCHURE FORMAT Brochures come in a variety of sizes. Probably the most common format is called a slim jim. It�s either a letter or legal sized sheet that�s folded two or three times vertically. It�s a popular format for small businesses because it can fit a display rack or be mailed in a standard number-10 business envelope.

MORE TIPS ON REDUCING YOUR PRINTING COSTS

<Don�t include information that can

<If your brochure can fit into the same envelope as your invoice or other material you mail to customers, stuff the brochure inside. You save on postage.

<I believe printed brochures are preferable to electronic versions. They�re easier to read. However, if you think your prospects are computer savvy, you might consider putting a pdf version of your brochure on a diskette or CD. It�s a novel and inexpensive way to distribute it.

If you�re not sure how computer literate your target market is, then you should stick to a printed brochure.

You can also buy pre-designed brochures sheets for your desktop printer. You just add the text and graphics. Paperdirect.com has a good selection.

HOW TO GET BETTER CUSTOMER RESPONSE FROM YOUR BROCHURE

Here are some suggestions you should consider.

<Make sure your address, phone and fax numbers, website and e-mail are easy to find.

<Give your reader a reason to open the brochure. Start selling on the cover. And list the benefits your product or service offers.

<Use testimonials. Nothing helps sell a product or service better than reading comments from satisfied customers. (Be sure to get your customer�s permission before quoting him.)

<Have a �Frequently Asked Questions� section. Your brochure should answer common questions a prospect is going to ask about your product or service. If your business does quotes, include a separate questionnaire that the prospect can fill out and fax to you.

<Include information that the prospect would find valuable. He�s then more likely to keep the brochure longer. For example, you run a computer repair service, so you include in your brochure a small section called �Ten Ways to Boost your Computer�s Performance� or �Little Known Windows Shortcuts to Improve your Productivity.�

<Tell the prospect what the next step he or she should take. Call for more information? Call for a free estimate?

Designing your own brochure will save you money. But I still think it�s worth the expense to hire an experienced graphic designer. If you don�t have a talent for design, your brochure will look amateurish and will reflect poorly on your business.

Dave Coyne is a marketing consultant and information publisher. Get his FREE Report: �How to Run A Home Based Business And Never Create A Product, Write An Ad, Or Talk To Anyone.� Send an email with REF006 in the subject line to dcinfobiz@GetResponse.com